USTUDIO / SUNLIGHT
Client: Unilever - Sunlight
Production House: Hirsi
Director: Kha Bao
EP: Tan Huynh
Agency: Ustudio
Phase 1 team:
ACD: Sang Huynh
Sr Copywriter: Linh Nguyen
Copywriter: Long Nguyen
Art Director: Roboism
Phase 2 team:
Accounts: Isabelle - Vy Truong - Mai Le Phan
ACD: Thien Huong
SAD: Tung Dinh
JAD: Bum Bum
Copywriter: Tu Hao - Ha Anh - Truong Hai
Master version
The only thing I truly remember about this project is that it started from late 2023 but for somehow, it stopped, then restarted. And finally, we were late. Suddenly it came back while most of us knew nothing about this project. We were asked to join that meeting with the brand team. The atmosphere was not so good I gotta say. Automatically, this project was marked as a project in red alarm. Like many other projects, we had to create quite a lot of versions for storyboard with different versions of feedbacks. There was a time when I was so tired of this project. Redo, redo, redo and redo with old and new feedbacks. Jesus!
First old version of storyboard
Everything was hectic. We had to be fast reaction with problems. Lots of arguments within discussion. The energy was not so positive. Next meeting after receiving new feedbacks from brand team, we gotta think of new context for the story where we changed the environment to a field of sugarcane. In the middle of that field, we placed a glass bio-lab where the doctor walking to and creating the rhamno-clean technology. For this storyboard, we also had 3 versions (payoff stage) for 3 target audiences: new parents, mass / natural seekers and eco-lovers.
Updated board for New Parents
Updated board for Mass / Natural Seekers
Updated board for Eco-Lovers
From sugarcane field to cornfield, from lab in the middle of the field to a kitchen. We changed the environment again. We did not need to feature clearly 3 different target audiences.
Updated board (for all 3 target audiences) - 04July2024
We again went back to some of the old ideas where we needed to bring back the lab opening scene, also the payoff scene where we represented the benefit of this product.
Updated version of the storyboard (09July2024)
But we were almost there. Finally, brand team and us agree to move on the production stage with this storyboard with some notes waiting for director's treatments to fix them later within PPM. Hirsi was the chosen one for this project as our production house. Hirsi invited director Kha Bao to join this video. He was quite famous after his touch for Cocoon videos. Brand team loved what he did for those video with vibrant and young style. For us, Kha Bao was quite new working with Unilever project, there shall be some risks that we needed to be prepared.
Nearly final storyboard (14July2024)
I quickly prepared the production brief to present the idea, the problems and requirements for Hirsi and director Kha Bao. Trying to make a brief looks nice and clean is a way to comfort our partner.
Production brief
The most important thing that our director needed to address in the PPM was the shooting board which he had to fix some of the issues that agency board could not. Also, Kha Bao injected more beauty shots of the lab equiments to the board so that we may imagine the process to create Rhamno-Clean technology.
Shooting board from director Kha Bao
The shooting day was quite comfortable. I was incharged of this shoot together with the 2 new copywriters, Ha Anh (she decided not to work in advertising anymore after a while) and Truong Hai. They played an important role in checking the storyflow with brand team and giving inputs for the shots to producer and director while I checked overall performance of the day.
Some iconic shots of the day
Some iconic shots of the day
Some iconic shots of the day
Some iconic shots of the day
Some iconic shots of the day
Then we came to Offline stage, where we needed to create a few variations of the video based on the duration. The master version, we called long-form, was 47secs. We had 47s 16:9 and 47s 9:16. And also, we had some cutdown versions which were 32secs and 19secs (both 16:9 and 9:16). Most brands nowaday will need cutdown (even if they don't say so) and size variation (9:16 for tiktok, 16:9 for traditional youtube and 1:1 - sometimes 4:5). These requirements need the art director to align as soon as possible within a project (absolutely before shooting).
Offline 16:9 version (master)
Offline 9:16 version (master)
The days after, we came up with some updated from Hirsi for their revised works which devided the patch into 3 variation of timing: 19secs, 32secs and 47secs.
Offline 19s version
Offline 32s version
Offline 47s version
The last few days of this project, mostly the account team had to work hardly to communicate with brand team and Hirsi to get this project done with quite many changes in the duration of these videos.
ONLINE 9:16 version 18s
ONLINE 16:9 version 32s
ONLINE 16:9 version 47s
Although this project was hectic at the beginning, after few days of working together, we finally got it done safely and nicely. Communication between different sides was an extremely hard responsibility of our accounts.
Thanks.
Tùng Đinh