CMH / Binh Minh Plasco
Client: Binh Minh Plasco
Project: "Chon Chat Luong Vuot Bac, Chon Nhua Binh Minh" TVC
Scope of Work: TVC
Agency: CMH
Producer: Ho Ba Hieu Thanh, Vannnnphong, Thuy Trang
Director: Nguyen Le Minh Nhat
Production House: CAM:ON
3D Post-House: 3D6T
Account Director: Anna Vu
Account Executive: Long Tran, Khanh Dinh
Copywriter: Chuong Chuong
SAD: Tung Dinh
Mid Designer: Phat Le
Intern: Hien Nguyen
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THE INTERN
& THE ROOKIE
Music Video of Binh Minh Plasco, aired on 03 December 2025
The new adventure started on a sunny day of August 2025 after my proposal. I landed at CMH Saigon agency as their Sr. Art Director, leading a team of four designers; one senior, two mid and one intern. The energy was quite off those first days working with them. As usual (except that Homecarista team at Ustudio), I could recognised the issue of motivation in their eyes, voice and facial expressions. Trust me, that's a crucial skill of management. You will need years of observing and maybe knowing face anatomy would even better (especially facial muscles). Why’s that? Understanding the structure of facial muscles and the way they operate will help us easily (of course practice makes perfect) recognize the tiny movements of human face. The “why" behind those movements could be unveiled things that may become your data.
I took some fotos at the office on those first days.
The first big project at CMH Saigon I worked on was a music video for Binh Minh Plasco, a leading enterprise in the plastic construction materials industry in Vietnam. It was the first time I worked with a construction brand. New but old experience. It reminds me of childhood time, when my father still worked at Cholimex. The people, the office, the meeting rooms, type of conversations, etc. super iconic back to 1990-2000 that period of time. Familiar but strange for me.
Quite rush, and I was not so sure about this client. Will they understand the concept of a production brief, or even the flow of storyboard? Cause I only got a night to quickly craft a standard production brief for calls with production houses a day after, I chose gif type of storyboard. I always feel great seeing old friends in production field for new projects, at new agencies.
Very first version of Binh Minh Plasco Music Video storyboard
Sadly, as predicted, with this type of storyboard, our client couldn't understand it, giving the fact that it was their first time working on a project like that. Also, the scripts changed quite a lot. It’s time to ask for the intern support, Hien Nguyen, haha. Her nick name was The Little Illustrator. It was her first time working in advertising field. Totally new, fresh and not full of energy I would say. Chill and relax, slow with the flow. She was not so strong with doing social post tasks - she actually was failed doing that type of task. Of course, I didn't think she could make it. No offense, but the burden of social design tasks should not be on an intern shoulders. Therefore, I thought maybe a MV project would be more fun for her at the time with various types of mini tasks rather than sitting in front of the iMac, following the brief. So boring for new bloods.
That’s the beginning of her outstanding performance during this MV project. Also, illustrating a remarkable accomplishment of my entire career.
Next version of storyboard, created totally with AI Dreamina
The little illustrator and I, we worked together on weekends at the office to create another storyboard. I understand storyboard illustrator maybe quite different from any other types of illustrator. When recognizing she couldn't draw a single frame, I decided to ask her if we should use AI to move faster. In two days, we finally finished the new storyboard. She did it.
Another next version of storyboard, created totally with AI Dreamina
Lots of version of storyboard were made before we could finally shoot this music video and its 5 mini videos. The performance of our intern gave us a lesson of resource management and how to train people. Nobody’s useless. It's the fault of manager / leader who doesn't know how to utilize the available resource, to inspire your teammate. That's an important fundametal knowledge of management. No offense, but I rarely see managers / leaders understand and apply this knowledge. What I’ve recognised so far is people insanely looking for talented people, asking for a stars team as they believe only these people can do the job. Most of the time, we will not have the fancy right of leading a team like that. Why? Building a team like that, super expensive. The talented people, they choose where to work, people to work with. Not something that we can ask for. Nobody rewards us for leading a talented team to achieve the goals. However, in contrast, leading a team full of new bloods, exploring their potential will surely a giant reward for all parties.
Shooting Notes, created by the rookie and the intern
Before shooting, I always prefer to prepare a shooting document, especially right after receiving Shotlist from producer. Creating this document will normally help us to foresee what will happen on set. This time, I welcome the mid designer, Phat Le. I called him the rookie. It was his first time running a MV production. Together with the intern, basically, they were the only resource I had for this project. First time running a production with fresh bloods is the key point of the whole project. Not the final result, I proud of them. Not the quality of the music video, I love the growth of these two young people. Who said it's hard to work with GenZ? No, insteads, think of this approach, “is it hard for them to work with you?” Back to this project, I didn't do this document myself this time. I suggested to guide them how to do it, how to think before any shooting. Also, I suggested them to carefully notes of whatever happened while on set. As detail as possible I said. They’d done it better than I expected. Again, I found out the little Hien was so good at taking notes.
An even better result was these two people, after the shooting, they remembered every details that was written in this document. Fascinating. Also, in this project, I discovered Phat Le's ability of guiding people, especially freshers. He did an amazing job on providing Hien Nguyen technical knowledge in order to execute design tasks, not only in this project, but also in another social design project. The ability to feel people is his gift.
Video Analysis, prepared for Offline approval stage
Another important document that I suggested the team to create is the Video Analysis. Normally, presenting Offline stage does not need that much. With only director and copywriter, we can be able to get the confirmation. However, for this type of client, I prefered a back-up plan for Offline. In this document, I asked the team to think if they were the brand team, what criterias that they have in mind, what data they will need to be able to make decision? A logic decision I asked them. Then I guide them to list all questions that will help to make decision. There were 24 questions, aka criterias and datas, based on products, brand images, keywords, key messages, etc. Luckily, we did not need to use this document. But, at least, the team then understood the logic of whole video.
I took fotos of those fresh people in the team, who made it to the end of this project.
With this project, I proved my point to the company. Nobody's useless - You just don't learn enough fundamental knowledge of management.
Me, exhauted after day 1 vs. beautiful landscape of Mekong Delta
This was a remarkable project of this boring career. I’m proud of the rookie and the intern. Of course, proud of myself too - proving a mathematical way of thinking and truly understanding what we want should always win this game.
“Don’t look for fancy and high level knowledge, truly study your own fundamental knowlege.”
Thanks.
Tùng Đinh