YOUNG LION 2023
The Usygen (U2)
DESCRIPTION
A Young Lions Vietnam 2023 entry (Film category) for Closeup.
The brief challenged participants to help Gen Z feel more confident getting closer to each other—despite their hesitation in real-life interactions, often driven by awkwardness, fear of rejection, and overthinking.
The task was to translate this tension into a compelling film idea that encourages more open and confident expression.
ROLE
Idea development (w Copy)
Visual design
CREDITS
Dat Nguyen - Senior Copywriter
Huong Phan - Senior Designer
Lessons Learned
Honestly, this one hurt a bit.
We pushed the idea quite far—maybe too far. It turned into something broader than what the brief actually needed, especially for a Film category.
Too ambitious, not precise enough – The idea had potential, but it drifted away from the core target and problem.
Missed the format – We built it like a campaign, while the task was to land one strong film.
Worked a bit too “chill” under pressure – Something I’d handle very differently now.
Looking back, it’s a reminder that a good idea isn’t enough—it has to be right for the brief, the audience and the format.
It didn’t land this time, but it helped me see more clearly how to approach the next one.
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