Routine Vietnam, To Daklak – Coffee Lovers S.2

Overview

Coffee Lovers series 3 will capture the essence of coffee life, from growing to enjoying, in Saigon and Dak Lak. We'll focus on authentic moments, diverse coffee experiences, and the connection between people and coffee. "Coffee Lovers Series 2" aims to explore and celebrate Vietnam's rich coffee culture in a simple and authentic way.

We'll showcase the journey of coffee from Saigon to Dak Lak, focusing on real moments and diverse experiences.

As Art Director for the shoot, my role was to guide the creative vision, highlighting the collection while conveying its story and values. The goal was to balance luxury elements with the personality of Routine, a fast fashion brand.

Approach

In "Coffee Lovers Series 2," we'll explore the journey from Saigon to Dak Lak, showcasing the rich coffee culture of Vietnam. From bustling city life to rural tranquility, we'll capture real moments of daily coffee rituals. We'll highlight the diverse stages of coffee, from planting to brewing, and emphasize the strong bond between people and coffee.

Our aim is to explore and celebrate Vietnam's rich coffee culture in a simple and authentic way. Through this series, we'll showcase the essence of coffee life in Saigon and Dak Lak, focusing on real moments, diverse experiences, and the deep connection people share with coffee.

Project Team

ART DIRECTOR: JEREMY GAILLARD, TRAN HUYNH
PHOTOGRAPHER: NGUYEN TRAN
VIDEOGRAPHER:  NHUT QUANG LE
RETOUCHER: NGUYEN MINH THAM
MAKEUP ARTIST: NHU NHU
STYLIST: PHUONGTHARO
PLANNER & ADMIN: LYNH NGUYEN