Expertise campaign imagery
How to create a consistent campaign across all channels. A knowledge repository to help you make the right decisions before you start.
How to create a consistent campaign across all channels. A knowledge repository to help you understand your options and trade-offs before you start.
Scope and investment level.
8/8 articlesThe most fundamental decision: whether to invest in a campaign visual system and to what extent. Weigh between a standard original image and allowing each channel to create its own, between hiring Sinh Vũ and using freelancers or agencies.
When to need a structured campaign image system.
Not every campaign requires a systematic visual identity. Sinh Vũ helps you identify the right timing and appropriate level of investment.
Xem →Scope and investment level.A common template for each channel to design themselves.
When is a unified key visual needed for the entire campaign, and when can each channel handle it independently? Sinh Vũ analyzes based on specific circumstances.
Xem →Scope and investment level.If there is already a brand identity, is campaign imagery still necessary?
Brand identity and campaign imagery solve two different problems. This guide helps you determine when to add a campaign layer and when identity is sufficient.
Xem →Scope and investment level.Choose a focused campaign, integrated campaign, or annual system.
The three levels of image campaigns differ in the number of channels and commitment duration, not in budget. This article helps you determine which level is practically suitable.
Xem →Scope and investment level.Hiring a brand studio, freelance art director, or service agency.
Three options for three different roles, not three price levels for the same task. This article helps you determine which role you need, when, and why.
Xem →Scope and investment level.Balancing the creative budget with the execution budget
Creating beautiful visuals without a budget for promotion means the visuals will go to waste. This guide helps you allocate your campaign budget correctly so that the images actually go live.
Xem →Scope and investment level.How much does the campaign image system cost and what drives the price up?
The cost of a campaign visual system does not have a fixed price. The price depends on the scope and duration, not on the aesthetic quality. This page helps you understand the cost structure and the real factors that drive the budget up.
Xem →Scope and investment level.Should short campaigns under three months have a complete visual system?
When a campaign lasts less than three months, is it really worth investing in a comprehensive visual system? Sinh Vũ analyzes this to help you make the right decision.
Xem →The big idea and the concept
7/7 articlesDeciding on the depth of creativity: choosing the core message and big idea, considering how many directions, avoiding clichés, and ensuring the new idea aligns with the existing identity.
What constitutes a big idea strong enough to be replicated across multiple channels?
A big idea is not just a pretty image. This is how Sinh Vũ tests whether the idea is solid enough to run across multiple channels and seasons.
Xem →The big idea and the conceptFinalize the core message before sketching.
Visuals are only powerful when there is a clear message to convey. Sinh Vũ guides how to focus the strategy on a single promise before hitting the production button.
Xem →The big idea and the conceptYou should explore how many creative directions before finalizing.
Two to three directions is a good working range for most campaigns. This article explains why and when to go with fewer or more.
Xem →The big idea and the conceptChoose a direction when each member of the internal team prefers a different style
When each person on the team prefers a different style, voting does not resolve anything. Sinh Vũ guides how to finalize direction based on criteria, not personal taste.
Xem →The big idea and the conceptAvoid creative stagnation in campaign imagery.
When the entire industry uses the same visual language, your brand fades into the background. This guide helps identify the rut and escape it correctly.
Xem →The big idea and the conceptKeep the new season's ideas aligned with the existing brand identity.
Each season needs to be fresh but should not burn the accumulated identity. Sinh Vũ explains how to separate the two layers and maintain the right boundaries.
Xem →The big idea and the conceptCreate a concept for one season or build a backbone for multiple seasons.
Choosing incorrectly between two directions can lead you to waste budget on re-establishing recognition every year. This page helps you make a decisive choice.
Xem →Production and advertising films.
7/7 articlesDeciding on the process of turning ideas into real images and films: whether to shoot new content or use stock, what duration is needed, how many adaptations to create, and who will coordinate the team.
Should you shoot new photos or use stock images for the campaign?
Should campaign visuals be newly shot or utilize existing stock photos? Sinh Vũ analyzes each case for you to make the right decision.
Xem →Production and advertising films.What duration of films do you need for all placement positions?
There is no correct duration for every placement. Sinh Vũ explains how to create a set of multiple durations from the same idea to adequately cover channels without reshooting.
Xem →Production and advertising films.How many adaptations from a key visual are sufficient?
The number of adaptations does not have a one-size-fits-all answer. The correct way to count is to create a channel matrix multiplied by the format, then eliminate the parts that no one uses.
Xem →Production and advertising films.Who coordinates the filming and post-production team to stay true to the original image?
Without someone to oversee standards consistently, each step will interpret itself and the final product will deviate from the original vision. Sinh Vũ explains the role of visual direction and how to delegate correctly.
Xem →Production and advertising films.Sinh Vũ provides image direction or directly executes production.
Clearly distinguish what Sinh Vũ does in a visual campaign: creative direction and production coordination, or also media buying, running ads, and managing KOLs?
Xem →Production and advertising films.Quality control at each production stage to ensure alignment with approvals
How to review and compare at each production milestone, from pre-production to color correction, to ensure the final product aligns with the approved version.
Xem →Production and advertising films.Is a detailed storyboard required before filming?
The storyboard is not meant to be beautiful; it serves as a common language for everyone to visualize the same film before shooting. The level of detail should be proportional to the risks and costs of the shoot.
Xem →Adapt to multi-channel and performance advertising.
8/8 articlesDeciding to use an original image across all platforms with a cumulative budget: choosing the aspect ratio, creating performance ads different from brand films, handling differently across platforms, refreshing to avoid stagnation.
Choosing the aspect ratio for each display position.
There is no universal ratio. Sinh Vũ explains the principles of choosing 9:16, 4:5, 1:1, and 16:9 for each position, along with how to create a core key visual that can be adapted to all formats without breaking the layout.
Xem →Adapt to multi-channel and performance advertising.How does performance advertising need to be prepared differently from brand films?
Two types of advertising serving two different goals, requiring different preparations and measurements. Understand clearly to avoid wasting production budgets.
Xem →Adapt to multi-channel and performance advertising.Does TikTok need raw content while Meta requires polish, how to get it right?
It's not about being raw or polished, but about being contextually appropriate. This article helps you decide the level of image refinement for each platform within the same campaign.
Xem →Adapt to multi-channel and performance advertising.How many variations of advertisements need to be produced each month?
There is no universal golden number. The number of ad variants needed depends on the running budget, the number of channels, and the burnout rate of each version.
Xem →Adapt to multi-channel and performance advertising.How often should creative refreshing occur to avoid ad fatigue?
Do not refresh according to a rigid schedule. Advertising should reveal itself through specific signal clusters, and only when that cluster appears should a new version be needed.
Xem →Adapt to multi-channel and performance advertising.Should we have an adaptable handbook for the internal team to produce additional content?
When a campaign runs across multiple channels and many people are involved in production, an adaptable handbook is what keeps the identity from becoming fragmented. This article helps you decide whether it is necessary to create one and to what extent.
Xem →Adapt to multi-channel and performance advertising.Does Sinh Vũ accept placing and purchasing advertisements?
Sinh Vũ provides creative direction and produces visual assets, without handling media booking. This page explains the boundaries of roles and how to collaborate effectively.
Xem →Adapt to multi-channel and performance advertising.Should we expect a commitment to interaction and conversion results?
Should a creative studio commit to engagement and conversion metrics? Sinh Vũ explains the boundaries of responsibility and how to set expectations correctly.
Xem →KOLs, the community, and points of sale.
7/7 articlesDeciding to replicate the campaign through real people and real shelves: a toolkit for many KOLs to speak the same language, using celebrities or real users, point-of-sale materials, selling through live streaming.
Is a KOL toolkit needed for multiple voices to align?
When a campaign runs through dozens of KOLs, the most fragile aspect is consistency. This article helps you decide whether you need to create a KOL toolkit and what should be included.
Xem →KOLs, the community, and points of sale.Use a few major KOLs or many smaller influencers and real users.
There is no single answer. Depending on the campaign objectives, budget, and risk tolerance, you will need to balance both approaches or lean entirely in one direction.
Xem →KOLs, the community, and points of sale.Should you let the community create content while still adhering to brand standards?
User-generated content has an authenticity that brands find hard to create themselves. However, the community will only support the brand when there is a clear enough framework to adhere to and open enough for them to express themselves.
Xem →KOLs, the community, and points of sale.Do point-of-sale materials need to be the correct color and layout?
The sales point is where brand memory meets the actual purchase decision. Incorrectly colored or poorly laid out POSM items disrupt the brand identity at the most critical moment.
Xem →KOLs, the community, and points of sale.Should we design specifically for sales through live streaming?
Live streaming (livestream) has a layout, ratio, and reading requirements that differ significantly from static images. Sinh Vũ explains when specific designs are needed and what they require.
Xem →KOLs, the community, and points of sale.Measure the results of each KOL and each content source
How to assign unique traces for each KOL and each content source, then link back to business objectives instead of stopping at likes and views.
Xem →KOLs, the community, and points of sale.Does Sinh Vũ find and manage KOLs?
Sinh Vũ creates a visual toolkit and KOL guidelines, does not find people, does not sign contracts, and does not coordinate posting schedules. This page explains those boundaries and what you need to prepare.
Xem →By industry
7/7 articlesIndustry-specific decisions vary significantly: each sector has peak opportunities, key channels, legal constraints, and unique patterns. Each topic highlights the crossroads that clients in that industry must consider before placing an order.
Campaign visuals for the Lunar New Year and Mid-Autumn Festival for beverages and food.
Guidelines for creating key visuals and executing peak season campaigns for beverage and food brands: from preparation schedules to channel synchronization.
Xem →By industryCosmetics: product launch images and announcement constraints
A guide to creating campaign visuals for launching cosmetics that are both appealing and compliant with the language framework for announcements according to Vietnamese and ASEAN regulations.
Xem →By industryPerformance advertising imagery runs continuously: which direction to choose?
When running continuous performance ads, creativity is the biggest variable. Sinh Vũ helps you understand what to prepare in terms of visuals to ensure a sustainable budget without escalating costs.
Xem →By industryCampaign visuals for the launch of a real estate project.
A guide to creating visuals and messaging for a real estate project sales event: from key visuals to multi-channel synchronization, within legal limits.
Xem →By industryCampaign visuals for the launch of a technology product.
Should a technology product launch campaign sell a big idea about benefits or list features? Sinh Vũ explains how to build a visual system that can be reused across multiple phases.
Xem →By industryEnrollment and back-to-school campaign visuals for schools.
The enrollment season has a rigid time window. This guide helps you decide the direction of the campaign's imagery: when to build credibility, when to encourage enrollment, and what mistakes to avoid.
Xem →By industryRetail visuals for major shopping occasions of the year.
When the entire industry is slashing prices, a retail brand wins through distinctive identity and timely presence, not by undercutting competitors.
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