SELECTED WORK / 2017—2026VISION · BEAUTY · TECHNOLOGY

MINHDUONG

Creative Director / Brand builder

Shape the image. Define the experience.

Creative direction, team building and bringing ideas into the brand experience.

MD / 01FROM VISION TO REALITY

BRAND DIRECTION / PEOPLE / EXPERIENCEEXPLORE THE JOURNEY ↓

Original KANGJIN CNC technology room / 1

Selected work / Minh Dương

A vision.A brand.A business.

50BN VND / MONTH

Creative leadership through KANGJIN’s growth from VND 5B in branch revenue to a peak of VND 50B in a single month.

Peak monthly revenue at one branch during my tenure, supported by the creative team I built and led.

KANGJIN → SEJUNG

A new chapter in beauty.

Creative Director / 2017–2026 journey

I connect the visionwith the operation.

I shape the brand idea, direct its visual expression, build the people behind it and stay close to execution.

Brand positioning · Art direction · Film direction

Team building · Campaign planning · Final approval

My ambition: build a first-choice rejuvenation brand through consistent creative direction and customer experience.

KANGJIN / Campaign direction

Back to youth. Back to yourself.

THE HUMAN IDEA

A rejuvenation story begins with the life a person wants to reclaim.

Trở lại thanh xuân / Original campaign still

Edit media / Thay nguồn ảnh, video

MY DIRECTION

Campaign concept, direct implementation and a consistent storytelling standard for the production team.

Trở lại thanh xuân / From concept to productionKANGJIN

An idea,put into motion.

I led the campaign concept and its implementation, bringing the team, participants and production setup into one shared direction.

Original campaign behind-the-scenes photographs supplied from the production archive.

Brand environment / Phòng CNCKANGJIN

01 / 03

01 / 04

Imagine it.Step inside it.

I translated high-tech rejuvenation into a visual language, production settings and physical spaces people could experience.

Original KANGJIN CNC interiors / Concept, design direction and implementation review.

An evolution of the same foundation

A newchapter.

KANGJIN / The foundation

An established clinic environment and high-tech brand story.

Existing KANGJIN facilities. Reframed through the SEJUNG identity.

SEJUNG / The next expression

Korean medical expertise meets a Shanghai-inspired aesthetic.

SEJUNG / Brand repositioningStrategy → visual expression

Same foundation.A sharper identity.

I shaped a new brand expression around medical expertise, contemporary Asian aesthetics and a premium clinic experience.

Positioning · Visual direction · Content standards · Brand rollout

SEJUNG / Event authorshipStrategy → script → coordinated delivery

Before the stage,the master plan.

I authored the event master plan: a doctor-led discussion and strategic signing, built around one brand narrative and translated into briefs for the team.

Selected planning scope from my original event workbook. The programme below describes the intended structure.

01 / Narrative

Set the message

Brand positioning, naming and one master narrative across the event.

02 / Programme

Shape the experience

A roughly 90-minute stage programme, with guest reception and interviews planned separately.

03 / Production

Brief every format

MC script, TVC, doctor panel, KOL and broadcast briefs.

04 / Distribution

Extend the story

Press angles, online articles and social content planned around the launch.

SEJUNG / Launch & Korean partnership01 / Build the event identity

A brand launch.A complete experience.

I shaped the event concept and directed its visual execution, translating SEJUNG’s positioning into a consistent setting for the launch and Korean partnership announcement.

Concept · Design direction · Implementation · Final creative review

Original SEJUNG rejuvenation event standee design / 1

Original SEJUNG medical council standee design / 1

Original SEJUNG event stage and signing table / 1

Brand ideaEvent graphicsPhysical settingLaunch experience

SEJUNG / Launch & Korean partnership02 / Bring the event to life

SEJUNG and Korean partner representatives at the signing ceremony / 1

01 / 04

One launch.Many moving parts.

I brought creative direction and on-site implementation together for the SEJUNG launch and partnership event — aligning the visual setting, the team and the content captured from the day.

The expert discussion, signing ceremony and team gathering become connected chapters in the brand’s public introduction.

Expert presentation at the SEJUNG event / 1

SEJUNG team and partners at the event / 1

The story continues → Selected press coverage

SEJUNG / Launch communications03 / Extend the story through press

Give the branda credible voice.

I developed the brand’s press narrative alongside the launch, connecting the Korean partnership, medical expertise and aesthetic positioning across selected publications.

Tiền Phong

A partnership made public

Korean technology and a Shanghai-inspired aesthetic, introduced through the strategic signing event.

Read the article ↗

VietNamNet

Expertise behind the technology

A press angle centred on the doctor’s role in aesthetic rejuvenation.

Read the article ↗

Thanh Niên

Introducing the rejuvenation story

Bringing the multi-layer rejuvenation narrative to a Vietnamese audience.

Read the article ↗

SEJUNG / A connected visual systemCampaign → service → story

One identity.Every touchpoint.

I direct a shared visual language across campaign key visuals, service communication, social posts and video covers, so the team can adapt the work without losing the brand.

Campaign key visual / 1 — Campaign key visual

Service communication / 1 — Service communication

Customer conversation / 1 — Customer conversation

KANGJIN → SEJUNG / Identity in useCampaign · Service · Social

A shared language.Many formats.

I connect the campaign idea to a repeatable visual system: key visuals, service communication, customer stories and seasonal adaptations.

Palette sampled from supplied artwork; not an official colour specification.

01 / 02

SEJUNG / Customer-led communicationConsultation → conversation → portrait

Real people.A coherent story.

Original SEJUNG consultation communication / 1

01 / 04

Original customer conversation communication / 1

01 / 03

01 / 03

I train the team to discover the person behind the service: their motivation, questions and experience — then carry that story consistently across formats.

MANWELL / From concept to experienceMANWELL

The future,made physical.

I extended the high-tech rejuvenation story into a new brand, directing a futuristic environment and a separate in-house creative operation.

Design references and original service-room photography.

MANWELL / Experiential touchpointsMANWELL

See the idea.Experience the brand.

I directed the concept for an interactive simulation photo booth, making the high-tech story tangible within the customer experience.

A visual experience that opens the conversation, alongside the clinic consultation.

MANWELL / Brand guidelinesConsistency at every scale

One language.Many expressions.

I set the visual direction and reviewed its application across campaigns and customer-facing materials so the team could execute within a shared system.

01 / 03

Selected pages from the original MANWELL brand guideline.

MANWELL / Production directionCraft → published expression

Original production behind the scenes / 1

Original campaign production portrait / 1

01 / 02

Direct the process.Protect the image.

I lead concept development, brief the production team and review the final output — connecting narrative, styling, setting and visual quality.

Original behind-the-scenes and production imagery.

MANWELL / Mỹ DuyênProduction direction → moving image

Original My Duyen shoot with the production crew and lighting setup / 1

Direct the set.Define the image.

I connect talent, styling, lighting and the brand environment through a clear production brief and final creative review.

Original behind-the-scenes photography and an unaltered moving-image take.

MANWELL / Kiều Oanh · Original production referencesMANWELL

One character.Many expressions.

The creative direction connects the person, their presence and the visual world of the brand — from a controlled set to a finished portrait.

Production setup → studio portrait. Original source photographs.

MANWELL / NSND Kim XuânCreative Director / MANWELL

Original NSND Kim Xuân / Story formats production reference / 1

Original supporting production photograph / 1

One voice.A story in chapters.

A connected body of work spanning podcast conversations, inspirational content and the customer experience. I guide the creative direction and production so each format contributes to the same brand story.

Creative direction · Production oversight · Storytelling standards

Original production photograph / video series cover / 1

Online video · YouTube

01 / 05

Edit video groups

Mỗi dòng: tên nhóm | link Drive hoặc YouTube, link tiếp theo

MANWELL / Thanh ThủyCreative Director / MANWELL

Original Thanh Thủy / Podcast series production reference / 1

Make roomfor a real conversation.

A podcast series that gives the guest space to speak. My focus is the connection between the story, the visual setting and a consistent production standard across the series.

Creative direction · Production oversight · Storytelling standards

Online video · YouTube

01 / 05

Edit video groups

Mỗi dòng: tên nhóm | link Drive hoặc YouTube, link tiếp theo

Original MANWELL reception and seasonal setting / 1

MANWELL / One branch · peak monthly revenue

20

BN VND / MONTH

A new brand.A new operation.

I built a dedicated in-house production team of approximately 20 people to support MANWELL alongside KANGJIN.

Peak revenue of VND 20B in a single month at one branch during the year-end season. A shared business achievement during my tenure.

Seasonal campaign directionIdea → key visual → adaptations

Original MANWELL March 8 campaign key visual / 1

An occasion.A complete campaign.

I develop the concept, direct the design and approve the campaign before the team rolls it out across media and the clinic.

01 / 05

MANWELL March 8 gift campaign artwork / 1

01 / 04

On-site events / March 8 · October 20 · TếtCAMPAIGNS

The brand livesin the room.

I plan campaigns around branch readiness, connecting décor, photo booths, promotional communication and the event experience.

From the creative calendar to the space the customer walks into.

The people behind the visionCreative leadership / 2021–2026

Marketing team at the company year-end gathering / 1

Build the brand.Build the team.

30KANGJIN production team

~20MANWELL in-house team

I built end-to-end creative teams covering content, filming, editing, design and production, with clear standards from brief to publication.

ContentFilmingEditingDesignProduction & publishing

Leadership / Working across the businessLEADERSHIP

A shared vision.A coordinated team.

I align the creative calendar with branch readiness, turning campaign ideas into work the design, production and clinic teams can implement together.

Company leadership and branch management at the year-end gathering.

Recognition / Creative leadershipMinh Dương

Minh Duong holding the Creative Director recognition trophy / 1

Outstanding Creative Director

Creative direction.Recognised.

Outstanding Creative Director recognition — a personal milestone in the journey of building brands and leading creative teams.

The work continues: set the direction, develop the people and stay close to the execution.

Team development / Customer storytellingA whole journey, not a single shot

Original customer consultation shoot / 1

01 / 04

Find the person.Follow the story.

I train the team to connect the customer’s initial motivation with their consultation, service experience and life afterwards.

The objective is a consistent narrative across the customer lifecycle, rather than isolated before-and-after content.

01

Motivation

02

Consultation

03

Experience

04

Return to life

My operating modelCreative direction → delivery

A clear direction.A repeatable rhythm.

I stay involved from concept to final approval, aligning the creative calendar with the needs of the branch.

01

Set the idea

Define the audience, story and visual direction.

02

Plan the work

Build the campaign calendar and production requirements.

03

Direct the team

Brief, train and guide specialists through execution.

04

Review the output

Approve design, story and image quality before release.

05

Connect the touchpoints

Keep media, events and the clinic experience aligned.

Spatial experience / CNC boothConcept → design → installation

An idea youcan step into.

I conceived the CNC booth and led its implementation at the clinic, carrying the futuristic idea through design direction, spatial execution and final review.