Services · BFS Studio, Ho Chi Minh City
Art direction and key visuals for campaigns
A key visual has to survive being cropped to a banner, printed on a bus and shrunk to a thumbnail — usually by people who were not in the room. So we design the idea and the system together: one image that carries the campaign, plus the adaptation rules that keep it intact everywhere else. Shoot direction, retouching and POSM included, because the KV is only as good as its worst adaptation.
START A BRIEF ↗ ( 01 )
WHAT YOU GET
- Campaign idea and key visual
- Shoot direction and art direction on set
- Retouching and final artwork
- Adaptation kit across formats
- POSM, OOH and in-store
- Motion and endframe treatment
- Toolkit and usage rules for partners
( 02 )
SELECTED WORK
Brother — Mực Rẻ, In Khoẻ
MediCare — Love Your Life Club
AirAsia — Top 1 Bay Thái?
Imperial Blue — Năm Dần
Santen — Eye Am Better
Comfee — is how i feel
Chivas Regal — One Crest, Two Worlds
Cantina — Light in the Bottle
Jacob’s Creek — The Label Is the Light Source
+3 more in art direction & key visual: Bia Hà Nội — Tôi yêu Hà Nội · Manulife — Tốt hơn mỗi ngày · Tóny Fruit — Fruit Garden of the World
( 03 )
QUESTIONS
- Do you shoot, or only design?
- Both. We art-direct the shoot and handle retouching, or work from client assets when the imagery already exists. The direction is the same either way.
- How many adaptations come with a key visual?
- We agree the formats up front — usually OOH, in-store, digital and social — and ship a kit with the rules, so an agency in another market can adapt without breaking it.
- Can a key visual work across Vietnamese and English?
- It has to. We lay out headline space for both from the start, because Vietnamese copy typically runs longer and diacritics need vertical room.
( 04 )
FURTHER READING
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