Year
2021
Client
Amanoi Resort
Category
Brand Film & Visual Direction
Product Duration
3 - 4 Weeks
Amanoi is an ultra-luxury resort located in Ninh Thuận, Vietnam, known for its philosophy of stillness, privacy, and deep connection to nature.
The project aimed to craft a visual narrative that reflects Amanoi’s serene spirit — not as a destination to be showcased, but as an experience to be felt.
The challenge was to translate Amanoi’s sense of calm, spatial harmony, and understated luxury into a cinematic visual language that remains timeless and emotionally resonant, without relying on overt storytelling or promotional tropes.
The creative approach focused on restraint, rhythm, and silence rather than spectacle. Visual storytelling was designed to mirror Amanoi’s architectural philosophy — space, breath, and balance.
| Defined a visual language centered on stillness, negative space, and natural light.
| Used slow pacing, minimal movement, and composed framing to evoke calm and contemplation.
| Let architecture, landscape, and atmosphere lead the narrative instead of human presence.
| Ensured every frame aligned with Amanoi’s understated luxury and meditative experience.
As Creative/Art Director, I worked closely with the production team to ensure the creative intent was preserved throughout execution.
| Collaborated on set with cinematography to maintain consistency in tone, light, and composition.
| Directed scene pacing to allow moments to breathe, reinforcing a sense of quiet luxury.
| Supervised framing, movement, and transitions to avoid visual noise or excess.
| Worked alongside the editing team to preserve narrative calm and emotional continuity.
As Art / Creative Director, I was responsible for shaping the overall creative vision and translating Amanoi’s philosophy into a coherent visual experience.
Its architecture, landscape, and guest experience are built on calm, balance, and contemplation.
| Led the concept development and visual storytelling framework.
| Defined tone, mood, and cinematic language aligned with the brand’s values.
| Directed visual execution on set in collaboration with cinematography and production teams.
| Acted as the creative bridge between brand intention and final execution.
