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Work — Comfee · BFS Studio, Ho Chi Minh City

Comfee— is how i feel

Client: Comfee
Industry: Consumer Electronics
Services: Social Campaign Art Direction & Key Visual Production
Results: 6.98M impressions · 3.70M reach · +476% engagement rate · every media line over target
Year: 2024–2025
Credits: BFS Studio

Illustrated pastel smart home with every Comfee appliance arranged around a central house

( 01 )

THE BRIEF

Home appliances are bought on spec and sold on discount, and a spec sheet will not stop a Gen Z feed. Comfee needed six months of always-on content across four platforms — plus an iTVC and a product film — that made a range hood, a dishwasher and an air fryer feel like something instead of measuring like something.

( 02 )

WHAT WE DID

We turned the comma in the Comfee logo into a speech bubble: the appliance answers back, and each product gets its own colour and its own ending — cool, clean, fresh, crisp, warm, safe. One device generated the platform line, five product worlds, two seasonal campaigns, an AI smart-home iTVC with vertical cutdowns, a nine-card catalogue and eight TikTok creators. Every media line came in over target.

( 03 )

OUTCOME

6.98M impressions and a +476% engagement rate, with every media line landing over target. Numbers are the client’s own reporting, shared with permission.

( 04 )

THE WORK

The Comfee comma enlarged into a speech bubble on pink, an air conditioner drawn inside it — The comma becomes a speech bubble

The same speech-bubble device on blue with a dishwasher inside — One device, endless endings

The speech-bubble device on yellow with a small appliance inside — The same device, another colour

Air conditioner on pink beside a woman stretching by a window — Cool

Dishwasher on blue beside a woman in a kitchen — Clean

Range hood on blue beside a woman in headphones dancing — Fresh

Air fryer beside a close-up of golden fried food — Crisp

Water heater on pink beside a woman with a lollipop against a striped wall — Warm

cool#F9B0C4
clean#77C0EB
fresh#94E3F0
crisp#9FDC75
warm#EAD5E8
safe#E5DC9B

A pastel for every feeling

is how i feel

Rounded geometric type, lowercase voice

The brand speaks the way a friend would, so the type never shouts: a rounded geometric face set in lowercase, weights kept light enough to sit inside a pastel field without punching through it. Product names, specs and legal copy run in the same family one step down.

Voice and type

Seasonal key visual — a European arch scene in pastel with the full appliance range and a model in white — Feel Comfee, phiêu Châu Âu — seasonal key visual

Second execution of the European campaign, the range arranged under the arch — Second execution

Channel dressing

Summer key visual — a woman in a yellow kitchen under the Càng feel càng chill lockup — Càng feel càng chill — kitchen

Summer key visual — a woman on a bed beside an air conditioner, same lockup — Càng feel càng chill — bedroom

Beach scene — a woman with a suitcase and phone in front of a colourful wall — Summer edit — travel

Warm empty room with the chill line set small at the bottom — Summer edit — living room

iTVC endframe — the pastel AI smart home with the Comfee lockup — iTVC — an AI smart home where every appliance answers back

Film thumbnail — air conditioner beside a woman reaching up in a bright room — Cutdown — air conditioner

Film thumbnail — range hood beside a woman in headphones in a kitchen — Cutdown — range hood

The air fryer on a kitchen counter surrounded by prepared food — Product film — CAF-75PGP0A0 air fryer

A hand lifting the fryer basket out over a pan of vegetables — Ten programmes

The fryer basket being rinsed under a running tap — One clean-up

Catalogue card — AI Connect, the hood pairing automatically with the hob — Catalogue — AI Connect

Catalogue card — AI Waving, gesture control shown by a raised hand under the hood — Catalogue — AI Waving

Published post — a spokesperson beside an air conditioner on the 15-year anniversary layout — Live on the channels

Published post — a spokesperson beside a washing machine, same anniversary layout — Fifteen years, in market

Creator portrait — a woman in sunglasses laughing against a blue sky — Eight creators, 12.7M followers

Creator portrait — two creators in denim posing together — Tech and lifestyle, side by side

( 05 )

FILM

iTVC
Nhà thông minh biết nói
Watch on YouTube ↗

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( 06 )

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