2025
PHOTOGRAPHY
Tay Nặn Trăng Non (Molding the Young Moon) is a nostalgic photo series created to celebrate the Mid-Autumn Festival, recreating the warmth and intimacy of a traditional Vietnamese kitchen during the handmade mooncake-making process. Through each frame, stories of reunion and cultural beauty unfold — simple, sincere, and deeply heartfelt.
How can a Mid-Autumn campaign go beyond product visuals to evoke cultural memories and the spirit of togetherness? The challenge was to craft imagery that not only sparks nostalgia but also connects meaningfully with the essence of this traditional festival.
Our campaign was shaped around three key directions:
1-Core Concept: A Vietnamese kitchen lit with warm yellow tones, featuring familiar details such as wooden tables, mooncake molds, and traditional ingredients.
2-Visual & Storytelling: Warm, subdued colors and intimate compositions were used to highlight the handcrafted process and the spirit of family gatherings.
3-Unique Selling Points: By celebrating reunion and cultural heritage through the act of mooncake making, each photo became a heartfelt snapshot of memory.
Tay Nặn Trăng Non successfully evoked cherished memories of the Mid-Autumn Festival while presenting the brand as warm and human-centric. The series was not just about mooncakes but a reminder of family bonds and enduring cultural values.
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Watch full project on Behance
