Commercial Projects
Some highlight projects that mark my career as a Senior Creative
01. IMC CONCEPT
EVERON
The 2023 collection from Everon is called "Connection - Sự Kết Nối," inspired by the cherished connections in human life, especially in the post-lockdown context of the pandemic when we had to deal with a significant "loss of connection" – with nature, with others, and with ourselves.
Given the abstract nature of this concept, our primary communication objective is to clarify the message while effectively conveying the collection's elegant, pure, and romantic spirit through iTVC, OOH, and other media channels. Here's how we approached the brief with the concept 'Touch the Wonder - Chạm đến điều tuyệt diệu".
02. COPYWRITING
GRAB
DRINK DON'T DRIVE
What if a responsible drinking reminder could actually make you laugh? For Grab’s 2025 year-end campaign, I turned drinking-night banter, wordplay, and relatable insights into a series of social-first hijack banners. From 30+ copy ideas and visual scenarios, 5 of my lines were selected for the final campaign.
04. MICROSITE/LANDING PAGE
EYEMIRU
As Tet approaches, people are bombarded with life’s big questions—relationships, money, career, family. Eye drops? Not exactly top of mind. So how does Eyemiru sneak into the conversation when everyone’s preoccupied with life’s real dramas? Simple. You find a way to fit into the answers they're searching for
SUNSHINE EYECARE
As Lunar New Year approaches, glasses wearers are on the lookout for solutions—laser eye surgery is suddenly in high demand. Who wouldn’t want to enjoy the festivities without the hassle of glasses? Sunshine Eyecare saw the opportunity, but the challenge was clear: how to stand out and drive customers to their clinic through digital channels. We tackled it with an engaging landing page, delivering sharp messaging and trustworthy eye care content that resonated with their audience.
05. VIDEO SCRIPT WRITING
Video, especially short-form video, continues to be the most engaging type of content on social media. With over 6 years of experience as a content creator, both for myself and for businesses, I believe I have the knowledge and skills needed to produce effective video scripts and oversee video production for platforms like YouTube, TikTok, Instagram, and Facebook.
05. SOCIAL OUTREACH PLAN
With hands-on experience in developing and executing 100+ social outreach plans, I specialize in building social-first communication strategies that connect brands with audiences through KOLs, KOCs, online communities, and creator ecosystems. My experience includes content planning, creator briefing, KOC strategy development, and cross-platform execution across categories including dairy, beverages, nutritional snacks, and fintech. I understand how platform-native storytelling and creator collaborations can strengthen brand relevance and audience engagement in today’s digital landscape.
