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Moon Ca Lân La — Mid-Autumn Festival Key Visual
Moon Ca Lân La is a commercial artwork and key visual created for Đông Phương Mooncakes as part of a Mid-Autumn Festival campaign, with young audiences as the campaign’s primary target.
The client wanted to introduce the brand and its Mid-Autumn products through a visual direction that felt young, energetic and contemporary, while incorporating graffiti-inspired elements and the brand’s playful lion mascot riding a motorcycle.
To connect with a younger audience while maintaining a strong Vietnamese identity, I combined traditional cultural elements with a street-inspired visual language. Graffiti patterns were used to decorate the typography and surrounding architecture, while the characters were illustrated in a chibi style, wearing traditional Vietnamese áo dài redesigned with subtle hip-hop influences to create a more youthful and urban expression.
For the background, I drew inspiration from the ancient streets of Hội An, a place strongly associated with Vietnamese lantern culture. The architecture and lanterns help establish the Mid-Autumn Festival setting at a glance while giving the artwork a distinctly Vietnamese identity.
A warm color palette was chosen to create the cozy and familiar atmosphere requested by the client, while the energetic composition and graffiti details keep the overall visual fresh and engaging for a younger audience.
The final artwork was further developed into a broader campaign system, including promotional posters and standees, allowing the key visual to maintain a consistent identity across multiple campaign touchpoints.
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