PARKSON VIETNAM - KEY VISUALS
2016 - 2020
Parkson is a major retail corporation operating shopping malls across Vietnam. As a Senior Art Director, I collaborated with the brand on a long-term basis, developing monthly key visuals to support their promotional campaigns throughout the year.
Challenge
In Ho Chi Minh City’s year-round tropical climate, shopping demand stays steady across seasons. Parkson ran frequent promotions tied to local holidays and trends, each needing fresh, compelling visuals to draw in customers.
Creative Direction
Key visuals varied by theme but followed a consistent tone: friendly, family-focused, and imaginative, with strong product placement. Each campaign balanced festive storytelling with brand clarity.
