BOO is Vietnam's premier streetwear brand. At the first quarter of 2021, they launched a campaign to recall Vietnam 2000s memory, memes & aesthetic - which was called BOO Y2K. The idea was to connecting & mixing the 2000's most relative trends to the most recently trending content for the youth generation, which is known as Gen Z.
The campaign was conducted and managed by Dentsu Redder, in collaboration with Antiantiart (AAA). It was my honor to be a part of Dentsu Redder, joining this campaign. My roles was to designing the typography, Y2K logos assets and lastly, the fashion lookbook for BOO 2YK Collection.
My role was to creating the new logo for the campaign which should had the vibe of Y2K, dreamy & futuristic. On the other hand, It was also my role to convey some of the current trending logo & 2000's hot icons into something 'BOO'. I think its was somehow fun, when having chance to focus on the type and modding the main original trademarks.
Moving on to the fashion lookbook. The new collection BOO Y2K offers a really futuristic, dreamy graphic focusing T-Shirts which are really complex within models. However, when building the key visual for lookbook, I focused on the main model and how they interact with their environment. The design mood in general looks clean, futuristic and flashy.
We use shiny & clean 3D futuristic background to make the environment, the model was set to be the main character of the picture. Some lighting, flash, elements were added into the scene, so that the lookbook could make it best.
We use shiny & clean 3D futuristic background to make the environment, the model was set to be the main character of the picture. Some lighting, flash, elements were added into the scene, so that the lookbook could make it best.
Please note that I was just a small part in this campaign. I couldn't make it (the fashion lookbook) if I had not had the support from Dentsu Redder, my CD Livio Grossi, Ms Linh Huynh & Antiantiart, especially director Phuong Vu. The pictures Poki (Long Nguyen) took were so damn great, too. It's my honor to work with you guys.
Credit to Dentsu Redder
