VI

Story · System · Production

Creative Instinct
Production
Discipline

Creative Producer · Brand & Sponsor Integration · Production Systems

From a vague brief → a clear process

For brands, agencies, and founders who need a system clear enough to carry ad video from direction through production, post, and sign-off.

10+ years in production · 21M+ organic views · 30+ brands / partners

See the work
See the process →
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Brands I've worked with

BAEMIN
Harley-Davidson
Tales of Freedom
FTR
Al Naboodah
Bunny
HAKUHODO
Thương Hiệu Vũ
Minera BC
PepsiCo
Brand 10
SBS
M&H
Nguyễn Kim
Firstblood
Brand 15
CEC
Universal Robina
AW
KeyCreative
Ricky Star
Fujima
Tony
BAEMIN
Harley-Davidson
Tales of Freedom
FTR
Al Naboodah
Bunny
HAKUHODO
Thương Hiệu Vũ
Minera BC
PepsiCo
Brand 10
SBS
M&H
Nguyễn Kim
Firstblood
Brand 15
CEC
Universal Robina
AW
KeyCreative
Ricky Star
Fujima
Tony

#Work

Milestones
We've Crossed

A few representative commercial / brand-led cases — where creative, production, brand, and people all have to move to the same rhythm.

The Bunny Coffee/2019
Ngô Kiến Huy · ARTIST · COLLABArtist-brand collab content for an F&B brand, kept entertainment-first.More →
Modern Riêu Cua/2022
Mì Ly Modern · Sơn Tùng M-TP · BRAND · FILMBrand content featuring an A-list artist to launch a new product line.More →
Khi 22/2025
Ricky Star · ARTIST · MVArtist MV, production flow controlled from pre-production through post.More →
Đẹp Rạng Rỡ/2022
BAEMIN Vietnam · BRAND · CAMPAIGNProducer, Production, and Post-production Lead — end to end on this campaign.More →
Chơi Ké/2025
Lăng LD × Alpha Works · ARTIST COLLABArtist-collab social campaign, run at a fast production pace.More →
Sportster S Launch/2021
Harley-Davidson VN · BRAND · LAUNCHInternational brand standards, a complex brief executed cleanly.More →
Modern Siêu Cay/2023
Mì Ly Modern · BRAND · FILMPremium brand content bringing the product's signature trait to life.More →
Sài Gòn Bình Châu/2021
Sài Gòn Bình Châu · BRAND · FILMBrand content, multi-scene production carrying one continuous story.More →
Ricky Star · BAEMIN · Harley-Davidson · Sơn Tùng M-TPSee the Milestones We've Crossed. →

#The Result

0M+

Organic Views

Across brand-sponsored MV projects · 2025-2026

#Track Record

10 years
Numbers that
tell the story

10+
Years In Production
21M+
Organic Views
6 Brand-Sponsored MV Projects · 2026
Top #2
YouTube Trending
Music Session Tết 2026 · Ricky Star
30+
Brands / Partners
Have passed through the pipeline

Ho Chi Minh City ·
Video Production & Brand Strategy

MV Production
Artist Collab
Brand Campaign
B2B Video
Brand Integration
Production Process

#From People I've Worked With

Remembered Not Just For
Results

From brands and agencies to production — what comes up most often is how clearly a project stayed on track from start to finish.

Harley-Davidson · Triumph · Thương Hiệu Vũ · Ogilvy · BAEMIN · Hakuhodo · Key CreativeSee Related Case →

Have we worked together? Every project leaves a different story.

#How I Work

Production is a system,
not a chain
of tasks

01

Clarify

Before any frame gets made, the brief has to be clear enough for the whole team to know what problem they're solving.

02

Lock Direction

A clear direction doesn't kill creativity — it gives creativity somewhere to go.

03

Lock the Flow

When everyone knows who does what and by when, deadlines stop being an excuse to run late.

04

Hold the Pace

Not supervision — keeping stages from colliding with each other or dragging each other down.

05

Filter Feedback

Not all feedback is wrong. But not all feedback needs to be acted on.

06

Close It Out

A good project has a clear start and a clear end — handoff isn't a feeling, it's a fact.

#The Viewer's Journey

I design video around what

The Audience Needs to Feel

Not just looking good
on a timeline.

“The right brief. A clear direction. Everything else lives in each frame, each beat, each pause.”

#How I Operate
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BRIEF

Form · Checklist · Output map

DIRECTION

Moodboard · Treatment · Shot idea

PRODUCTION

Shotlist · Timeline · On-set flow

POST

Proxy · Edit structure · Versioning · Final

AI LAYER

Brief logic · Risk map · Reference

WORKFLOW

Notion · Frame.io · Figma · Drive

Not Just Production

Production As An
Operating System

I sit at the intersection of creative, production, post, and client — so the brief doesn't drift, feedback doesn't get lost, and deadlines don't turn into an emotional chase.

BriefDirectionProductionOn-setPostFeedbackProof

Every stage has an owner, a clear output, and a real stopping point.

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#The Problem Right Now

AI Is Changing Video
But Not Replacing the Brief

Most brand teams aren't stuck for lack of tools — they're stuck because they have to produce more, faster, while output gets easier to fall flat, drift off-brand, and hard to control.

×

Tools can generate an image, but they don't understand a brand — faster output usually trades away the result for "AI slop".

×

A pretty image still needs a human check on emotion, rights, and authenticity — without a clear brief, fixing AI output takes longer than starting over.

AI doesn't replace the craft.
It just exposes who actually has it.

For Hi, AI is a co-pilot inside the production flow — structuring briefs, checking risk, building references, supporting decisions.

#How I Work With AI

AI Only Works
When the Brief
Can Reach Production

I bring creative judgment and production logic into AI — so the result isn't just beautiful, but on-direction and at the right scale.

Hi doesn't use AI to replace production.
Hi uses AI to get a brief into production faster, clearer, and with less risk.

Contact →
THE BRIEF
The brief gets translated into AI-readable language the whole team understands — before any file gets opened.
DIRECTION
Visual direction, story, and emotion get locked before any tool runs.
QUALITY CHECK
Output gets filtered before generation — because a wrong result usually comes from a wrong input.
BRAND SAFETY
Every result gets checked against brand, context, and risk — before it reaches the client.
SYSTEMIZE
Every project leaves behind an asset, not just a delivered file — so the next one runs faster.

#What's Different

What changes
when the process
gets clear

01

Less guesswork

Not because the client is always certain — but because the whole team starts from a clear enough point

02

Direction changes on solid ground

Ideas can flip, taste can shift — but every change comes back to the goal, the scope, the decision-maker

03

The set stays less fragmented

With a clear direction, the shoot team, the edit, and the approver stop guessing as they go

04

Feedback has an anchor

It doesn't kill creative instinct — it just keeps feedback from drifting far from what's already agreed

05

Sign-off has a real stopping point

Handoff isn't based on a feeling of "does this look good" — it's based on what was agreed from the start