ART-DIRECTION

Art Directors are not commonly seen in this field, and it's particularly unusual to find someone my age in this role. Here is a collection of photoshoots I've worked on as an Art Director - a role where I develop the shoot's concept, oversee the process, and lead the team. Art direction plays a vital role in every photoshoot, and my experience in this position has been valuable in developing my leadership skills and demonstrating my abilities in real-world scenarios.

PERSONAL PROJECT

J's perculiarities

Creative/Art Director, Model & Copywriter: Jessica

Producer: Thảo Nguyên

Photographer: Hoàng Sơn

MUA & Hair: Hà Lê Thanh & Phương Nhi

Graphic: Thái Vy, Cheng, Hà Linh

Advisor: Đàm Long

Supporter: Đỗ Phương Trà

Emotions are primal. Emotions have long existed inside each and every one of us. Since birth, since the dawn of time. They are the invisible threads weaving through the fabric of our existence, binding us to moments and memories. They are the silent symphonies playing within, where joy dances with sorrow, and hope whispers to despair. Emotions are the kaleidoscope of colors painting our lives, each hue a testament to the human experience. In the heart of silence, they roar; in the midst of chaos, they soothe. They are the unspoken language of our souls, the pulse of our being, shaping and reshaping the contours of who we are. As we embark on this exploration, let us delve into the depths of these profound forces, unlocking the mysteries they hold and celebrating the raw, unfiltered essence of what it means to feel.

Joy, anger, love, sorrow, and all the other complex, private emotions will always reveal and express themselves throughout our lives. Yet, what is most true to the heart can easily become wrong in the eyes of society, leading us to renounce the right to be ourselves. We painfully shape ourselves into molds we will never truly fit. We deceive ourselves to present a pretentious honesty to society. Our desires, passions, and longing for freedom never seem sufficient enough to make us step out and face ridiculous judgment and disdain. The narrow lens of society imprisons us, preventing us from embracing our unique and indelible essence. The freedom that is supposedly everyone's right might possibly be excluded from people like us.

"J'S PECULIARITIES'' is inspired by the most sincere and primal emotions dwelling within ourselves, within each person, and by the burning desire to freely express and be true to oneself. "J'S PECULIARITIES'' is a way to celebrate Pride Month and honor the endeavor to be oneself, not only for those in my dear LGBTQIA+ community, but for anyone on their journey of self-discovery and resilience in pursuing their dreams and aspirations. Whoever you are, you are always deserving of living your truest form, even in the simplest of ways.

poster | sneak peek

Creativity flourishes in an environment of joy and positive emotions. The Three of Cups in the Tarot is a card that symbolizes celebration, collaboration, and shared joy. This card often appears when there is a reason to celebrate the results of creative efforts. It is associated with emotional connectivity, which can be a powerful driver of creativity. It encourages expressing emotions through creative outlets and finding inspiration in shared experiences and emotional bonds with others.

Inspired by this card, this upcoming project of mine revolves around one's emotional bond with themselves. It is to celebrate those who have been fighting with their inner selves and emotions, especially the LBTQIA+ individuals who have or haven’t discovered their true selves. You are deserving of every moment on this journey of self-enlightenment.

Through this special project, I want to celebrate Pride and spread positivity in the community. I am sincerely grateful for all of the recognition and support I have received to be able to make this idea come true. Looking forward to your love for my brainchild.

Art Director: Jessica

Graphic: Gia Linh

behind the scene

I had to manually paint this pair of shoes red since I couldn't find a pair that fit my size and to my liking anywhere, despite scouring through shops across Hanoi.

I continuously changed and shot three layouts in slightly 10 hours

Recap video edited by me

Fashion Design

Am Yen

Art Director/Layout: Jessica

Fashion: Thái Vy

Photographer: Khánh An

MUA & Hair/Model: Khuất Hiền Anh

LAMODE 2023

Dystopia Phase II: Hollow Empire

Art Director: Jessica (Nguyễn Dũng Trí)

Creative Directors: Lê Nhật Minh, Lê Minh Hiếu

Photographer: Hoàng Sơn

Producers: My Trang, mithao

Fashion Editor: Thái Vy

Models: Phạm Thảo Nguyên, Trương Tuấn Đạt, Thục Anh, lé

Fashion: Nhật An, Alice To, Lâm Đặng, Bui Nhat Minh

Hair & Make-up: Miu & Coocohoico (Cỏ)

Layout: Tue Minh, Bảo Long, Ngoc Huyen, Laura Ng, Hải Linh

Assistants: vivith, Khánh Vy, Hương Nguyên, Nora Wilde, Long Do.

behind the scene

This was the first time I ever directed a shoot directly. Having observed my seniors in previous shoots that I participated in, I was able to apply in this shoot. From finding and offering collaboration with a non-club male model to choosing the line-up, preparing poses, and directing them on set, there was no time I felt myself incapable of handling the things I had not done before. There is nothing I love more than a bit of challenge.

moodboard

Utopia Phase I: Blooming Souls

Art Director: Jessica (Nguyễn Dũng Trí)

Creative Directors: Lê Nhật Minh, Thái Vy

Photographer & Supporter: Công Tịnh & Dương Nguyễn

Producers: My Trang, Hạnh Dung

Fashion Editor: Minh-Hieu Le

Models: vivith, Biihon, Nguyễn Quỳnh Anh, hienanh.k, Dortha Nguyen

Fashion: Lê Nhật Minh, Thái Vy, Huyen Tran, Linh Khánh, cun

Hair & Makeup: linhthubui, Huyền Hồ (norraho)

Layout: Trisle, Tue Minh, Đỗ, Bảo Long, Ngoc Huyen, Laura Ng, Hải Linh

Assistant: Bui Nhat Minh

Fashion Film

behind the scene

Location: Hang Tau & Nang Tien Waterfall, Moc Chau

In my second project as art director, my responsibilities increased significantly compared to the previous one, as we conducted the photoshoot in Moc Chau, Lang Son, 200 km from Hanoi. The club administrators approved my recommendation to shoot at this natural and pristine location. However, the site was somewhat hazardous, so in addition to my usual duties, I had to ensure the safety of the models while they posed on sharp rocks and wet terrain. I found myself climbing up and down the rocks, guiding them on how to pose. Despite the heavy workload over those two days, I couldn't help but enjoy the breathtaking surroundings that Mother Nature blessed us with.

moodboard

Utopia Phase II: The Garden of Earthly Delights

Art Director: Jessica (Nguyễn Dũng Trí)

Creative Directors: Thái Vy, Lê Nhật Minh, Lê Minh Hiếu

Photographer: Tôn Ng

Producer: My Trang, vivith

Retoucher: Capas Retouch

Hair & Make-up: Cỏ

Designers: Bach Phuong Linh, Măng, Huny, Minh Thao, Vân Trang

Models: Rufino Aybar, Vanessa, Azrael, Do My Hue, Trang Bùi

Assistant: Công Anh, Đỗ Thái Sơn, Khánh Hạ

behind the scene

Moodboard

Setting up the shoot

Hanged desgins

Models chilling

On set

Me with my beloved models

It was around the time our club was preparing for the fourth photoshoot when I got acquainted with my new Spanish friend, Azrael. Az was traveling around the world and he stopped by Hanoi. My club has always wanted a foreign model on the set, so I gave it a go and invited Az to be our model. He gladly agreed. Thanks to that we successfully built an exotic model lineup for this fourth photoshoot.

moodboard

Beauty Photoshoot

(campaign shoot for showcase lamode 2023)

Art Directors: Jessica (Nguyễn Dũng Trí)

Creative Directors: Lê Gia Trí , Minh Thảo

Photographer : Công Tịnh

Hair & Makeup: haleeta

Fashion Editor: Lê Minh Hiếu

Models: Nguyễn Văn Hùng, Trần Hồng

Fashion: Lê Gia Trí, Minh Thảo

Assistants: Dương Nguyễn, Công Huy, Thái Vy, Đàm Long, vivith

PR CAMPAIGN

Avatar Facebook

Inspiration

Cover Facebook

Ticket Registration

Countdown

The challenging part of this campaign was managing the PR efforts, which weren't initially my responsibility, but I wanted everything to be perfect. When the Design and PR departments struggled to agree on a theme, I stepped in and suggested a fixed palette of red and yellow, even though it was initially considered outdated and unsuitable. I trusted the Graphic department's skills, and they successfully brought the palette to life. In the end, it appeared consistently and beautifully on our fan page.

demo versions

MOODBOARD & PTS PLAN

COMMISSIONS

My reputation preceded me as I was hired to art-direct shoots for different creative directors in Hanoi apart from my club's and my personal photoshoot. Chances to develop myself and hone my skills through projects were given, and I definitely did not waste a bit of them. Working with various art producers gave me much more experience and credit in this industry, as well as new, quality, well-established relationships.