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Mot—Campaign launch for Party Grey limited edition
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Mot's new limited collection, Xám Ăn Chơi or Party Grey, turns the usual gloom of grey into a color for celebration. Released just in time for the festive season, this collection brings a fresh, playful vibe to the end-of-year rush. Whether you're working late, putting in extra hours, or gearing up for Christmas and New Year, Party Grey encourages you to find fun in the everyday grind and embrace the festive spirit in style.
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Date: 2019—2021
Medium: teaser, videos, visuals
Role: Art Director
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Mot’s new limited collection, Xám Ăn Chơi or Party Grey, redefines grey from its typical associations with gloom to a colour of celebration and fun. Launching just in time for the festive season, the collection brings a lively twist to the end-of-year rush. Amid late-night work and extra hours, Party Grey inspires a fresh, playful outlook on the everyday grind, blending the spirit of festivity with the rhythm of daily life.
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The Party Grey shoe collection embraces the bustling energy of year-end activities in Vietnam, capturing the season’s lively spirit. As December arrives, streets fill with people shopping for Christmas decorations, filling their homes with festive lights and ornaments to celebrate the season with family and friends. The holiday atmosphere creates a sense of excitement, with everyone preparing for joyful gatherings and memorable moments.
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As the New Year approaches, the focus shifts to preparations for Tết, Vietnam’s most important holiday. This is when many shop for new clothes, as wearing something fresh symbolises good fortune and new beginnings. The streets buzz with activity as people seek out vibrant attire for themselves and their loved ones, bringing a colourful, celebratory vibe to the season.
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Yet, the end of the year often brings late nights in Vietnamese offices, where the usual scene includes dedicated workers finishing up projects and meeting deadlines with a cup of instant noodles by their side. For these hardworking individuals, the final stretch is a mix of quiet diligence and a commitment to their work, even as the festive season approaches.
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Unlike the typical image of a snowy Christmas, the holiday season in the tropical South of Vietnam brings a unique warmth, with hot and humid weather replacing the chilly winter air. The photos capture a mundane scene of a traditional Vietnamese meal on Christmas night, reflecting how, for most, Christmas is not widely celebrated in Vietnam.
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The hero shoot centres on the striking Party red line, a vivid element that has been subtly introduced from teaser to poster, building anticipation and intrigue.
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In addition, we’ve mixed and matched the new limited Party Grey edition with the current grey shoes featuring a sleek black line, offering a more subtle styling option.
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We then playfully introduced a homemade video capturing a humble yet relatable scene of an employee during the festive season. In the video, the character juggles deadlines while Tet music plays in the background, blending the holiday spirit with the realities of end-of-year work.