2025
PHOTOGRAPHY
“Tết sum vầy, nhà đầy yêu thương” (A Reunion of Love at Home) is a special Lunar New Year photo series where every character and scene was hand-crafted in miniature by the stylist. From steaming pots of bánh chưng and sticky rice to the familiar street vendors, each detail was vividly recreated, bringing Tết memories back with authenticity and warmth.
How can a Lunar New Year campaign deliver visually striking imagery while preserving the nostalgia and cultural essence of Tết? The challenge was to find an execution that was both creatively distinctive and emotionally relatable.
Our campaign was shaped around three key directions:
1-Core Concept: Reimagining Vietnamese Tết through the art of miniature, turning small details into symbols of reunion and affection.
2-Visual & Storytelling: Hand-crafted dioramas with meticulous details, combined with warm lighting and intimate composition, to narrate stories of Tết that feel both familiar and refreshing.
3-Unique Selling Points: Introducing miniature art as a distinctive medium, creating a standout visual identity while evoking warmth, authenticity, and cultural closeness.
“A Reunion of Love at Home” not only offered a fresh perspective on Tết imagery but also forged a strong emotional bridge between traditional memories and contemporary creativity. The project successfully introduced miniature art into brand storytelling, making it a heartfelt narrative medium.
▼
Watch full project on Behance
