SEESON: RECOLLECTION, THE CAR CAMPAIGN
2026
Creative direction and film direction for Vietnamese eyewear brand SEESON.
Inspired by the everyday rituals of locals along the beach in Phan Rang, Vietnam — morning swims, tea, exercise, conversations and games of chess. These quiet moments became the starting point for a road journey built around observation, memory and the unexpected details of everyday life. The car becomes a moving archive, carrying fragments of the places, people and moments encountered along the way.
Full film
KASEI STORE
Launched 2024
Kasei Store is a personal creation and archival objects store exploring memory, objects and time through cinematic storytelling.
The project encompasses the development of its creative concept and world building, extending across packaging, fabrication, written language and social media.
At the heart of Kasei is an interest in how everyday objects can become physical markers of memory — holding traces of experiences, relationships and personal histories. Cinema became a natural reference point for building this world, creating space to look beyond the objects themselves and explore the space between reality and imagination. Nostalgia emerges not as a way of looking backwards, but as a space where memory, imagination and personal history meet.
Full film
TO BE MAGAZINE ISSUE 09:
THE ROAD, THE WIND, THE SEA AHEAD
2025
Film direction, cinematography and creative production for To Be Magazine Issue 09, “Clarity”.
Full film
LULULEMON:
BRICK TOKYO
2025
Art direction for Lululemon BRICK Tokyo.
Told from the athlete’s point of view, the campaign explores running not as performance, but as a space to return to oneself. Set against Tokyo’s busy streets and early mornings, the film moves between intensity and stillness — some days pushing forward, other days simply showing up.
Full film
XUÂN TABLE
Launched 2025
Creative director of XUÂN TABLE, overseeing creative direction, world building and fabrication.
Born in Tokyo, XUÂN TABLE creates fluid gatherings and collaborations around Vietnamese food, culture and community. Sharing Vietnamese flavours across different places, it creates spaces for cultural exchange and new expressions of Vietnamese ways of being.
XUÂN TABLE, born in Tokyo, runs fluid gatherings and collaborations, sharing meals of Vietnamese flavours globally. They create occasions for cultural conversation and the expression of Vietnamese ways of being across an international community.
MY MEMORIES OF YOU
2026
Creative direction and film: My Memories of You (Ký Ức Còn Lại), a love letter to Việt Nam and Cải Lương theatre.
Created for Kasei Store’s Tết and Lunar New Year campaign, the film explores memory, nostalgia and the return to something once familiar.
“As the space unfolded, so did my memory. Here I was, sitting at a live Cải Lương performance. The sound I once switched away from now surrounds me.”
Through the experience of a live Cải Lương performance, a forgotten sound becomes vivid again, reconnecting the present with fragments of childhood and home.
Full film
FOILE:
PERCEPTIONS ZINE
2022
Perceptions is a publication created under Australian skincare brand FOILE, questioning what we understand as beauty — who defines it, how it is shaped, and what it could become.
Each issue takes a theme, literal or abstract, as a starting point for bringing together different voices, images and perspectives. Rather than defining beauty, the publication creates space to challenge it, pull it apart and imagine something beyond it.
The project involved conceptualising the zine, curating its contributors and content, and overseeing production and print. Launched in Australia and later New York, Perceptions extended beyond the page through a pop-up exhibition — turning the publication into a physical space for conversation, gathering and exchange.