BAO THANH 2025
TVC PITCHING
DESCRIPTION
A TVC concept for Bảo Thanh, a traditional herbal cough remedy for families.
The project explores multiple storytelling approaches centered around the modern mother as the key decision-maker in family respiratory care.
From emotional family moments to more stylized executions, the work focuses on translating product benefits into clear, engaging visual narratives.
ROLE
Idea Exploration
Concept Development
Visual Storytelling
Motion Thinking
CREDITS
Ms.My, Creative Lead (Copy)
Hien Huong, Art director
Ngoc Nhung, Copywriter
IDEA - 01
tone & mood
Creative Direction 01
Exaggerated discomfort (ice, drum, cactus) visibly melts or breaks away after product use, revealing a lighter, more joyful state.
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IDEA - 02
tone & mood
Creative Direction 02
As the mother “scans” each character, random hands pop in holding clues and props, playfully visualizing each symptom in a dynamic, unexpected way.
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Lessons Learned
This project came with tight timelines and a new working environment, pushing me to adapt quickly. I chose to present the idea through a visual direction board instead of a full storyboard — saving time, but demanding stronger storytelling to bridge the gaps.
Looking back, it was a bold but not optimal decision. I could have pushed for a more complete output, but held back more than I should have. It reminded me to trust my judgment, take stronger control and make clearer calls under pressure — and above all, to stay calm throughout the process.
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