‘Hug’ is a footwear factory brand based in Ho Chi Minh City, Vietnam. They wanted their own footwear collection after making sneakers for major brands for decades, they had decided on the name ‘Hug’ and logo but needed help with creative direction to appeal to the Vietnamese streetwear market as well as global.
I was tasked to creatively direct a campaign that could be used for the first-year roll-out, through social media to website and film. This involved creating a tone and vision for the brand which would work well within Saigon and Vietnam but still appeal to the rest of the world. Assets created include Film, Photoshoot, Shopify Website, Catalogue, Social Media campaign, and store design.
The vision was to create an urban backdrop for the sneakers with a Saigonese attitude and style, leaning away from the traditional Vietnam elements and creating an edge. The team assembled by Damian Quinn of WAES footwear did a fantastic job: Photographer Adrien Crasnault Filmmaker Joe Bishop footwear designer Jaward Braye
I created a brief and pulled together mood boards, locations, perspective directions, street style, shooting angles compositions and thena. tight programme for a one-day shoot and film made in 8 different locations around Ho Chi Minh City.
