Selected Works & Creative Journeys

September 25, 2024

CAO FINE JEWERLY x JAPAN EXPO

A cinematic branded film created for CAO Fine Jewelry’s showcase at the Japan Expo. As Art/Creative Director in collaboration with The B Agency, I shaped the creative vision, guided the art direction, and oversaw execution to present CAO’s craftsmanship through a refined, globally resonant visual narrative.

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Year

2024

Client

CAO FINE JEWERLY

Branded Film

Product Duration

4 - 6 Weeks

Overview

CAO Fine Jewelry, a Vietnamese luxury jewelry brand, aimed to debut a cinematic branded film for the Japan Expo. This project required an elevated visual language that could express CAO’s signature craftsmanship while connecting with an international audience.

Partnering with The B Agency, I took the role of Art/Creative Director, overseeing the creative vision, art direction, and execution flow — ensuring the film embodied both CAO’s brand essence and the high standards of luxury storytelling.

Creative Direction & Photography

The creative concept was designed to intertwine CAO’s refined jewelry artistry with the cultural elegance of the Japan Expo. I worked closely with The B Agency’s creative and production teams to:

| Define the visual narrative that merges product storytelling with cinematic appeal.

| Curate mood, tone, and composition for each scene to reflect CAO’s luxury identity.

| Guide styling, lighting, and color palette to enhance the jewelry’s craftsmanship and intricate details.

Execution

As Art/Creative Director, I:

| Collaborated on set with cinematographers to achieve a consistent visual language.

| Directed jewelry presentation to maximize light reflection and fine detailing.

| Supervised set design, wardrobe, and prop styling to maintain the desired brand atmosphere.

| Worked alongside the editing team to align pacing and narrative flow with the intended emotional arc.

My Role

As Art/Creative Director in collaboration with The B Agency, I was responsible for shaping the overall creative vision, guiding the artistic direction, and ensuring brand alignment across every touchpoint of the film.

| Led the concept development and visual storytelling framework.

| Directed set design, styling, and composition to enhance product allure.

| Collaborated closely with cinematography and post-production teams to maintain a consistent luxury aesthetic.

| Acted as the creative bridge between CAO Fine Jewelry and The B Agency, aligning brand essence with execution.

Impact

The branded film premiered at the Japan Expo, becoming a standout representation of Vietnamese luxury craftsmanship on an international stage. It elevated CAO Fine Jewelry’s brand perception, reinforcing its position as a symbol of timeless elegance. The film not only captivated audiences with its refined storytelling and visuals, but also deepened emotional connection with both domestic and global viewers.

Through the collaboration with The B Agency, the project set a new benchmark for CAO’s brand storytelling — proving that luxury narratives can be both culturally rooted and globally resonant.