2025
PHOTOGRAPHY
This project centers on the rooster—a symbol of opportunity—and the starfruit tree, evoking the Vietnamese folktale of the “sweet starfruit.” It raises the question: Why do so many people seek opportunities only in big cities, when their hometown itself can also be a source of value and potential? The rooster sculpture was created as a cultural bridge between memory and aspiration for growth.
How can contemporary art provoke reflection on the relationship between opportunity and one’s hometown? The challenge was to convey a philosophical message through visuals that are both relatable and symbolically rich.
Our campaign was shaped around three key directions:
1-Core Concept: The rooster and starfruit tree were chosen to weave a layered narrative about opportunity, memory, and the bond with one’s homeland.
2-Visual & Storytelling: The rooster sculpture was crafted with a sculptural aesthetic, integrating natural forms and folk motifs to evoke familiar cultural memories.
3-Unique Selling Points: Transforming a humble symbol into a conceptual artwork, the project offered a distinctive storytelling approach that invited dialogue about the value of hometown roots.
The project provided a fresh perspective on the interplay between culture and development, affirming that hometowns are not only places of memory but also sources of opportunity. The rooster sculpture stood as a creative symbol, bridging tradition with contemporary aspirations.
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Watch full project on Behance
