T&T Supermarket Lunar New Year Campaign

UWVSA models (execs) present T&T Supermarket's Lunar New Year collection.

T&T-sponsored reel in collaboration with UWVSA (University of Waterloo Vietnamese Students’ Association)

Overview

UWVSA has secured T&T Supermarket as a sponsor for our 2026 annual Lunar New Year Festival event, which is a night of fun, food, games, and performances for university students. As part of our sponsorship deal, our marketing team was tasked with creating a short-form video for social media promoting T&T’s 2026 Lunar New Year products. We were to also showcase T&T’s app with online ordering, as well as their Rewards program. We were given essentially maximum creative freedom and a flexible budget — we just needed to post the video before Lunar New Year.

Brainstorm

Our team came up with a lot of different ideas.

This is when I learned just how difficult it is to work on a project with little to no constraints and blurry parameters. The sky was our limit, but it was so dauntingly large — how could we possibly narrow down our ideas to the best creative direction that effectively communicated T&T’s unique products and streamlined services?

What helped us make a decision was thinking about the unique angle we could bring to the T&T brand — our Vietnamese culture, coupled together with our creativity.

Pre-Production

The Big Idea

Inspired by the Chanel Métiers d’Art 2025 subway fashion show where models were treating the NYC subway as their runway, we would feature UWVSA execs in traditional Vietnamese dresses (áo dài) picking up and using T&T’s Lunar New Year products as their runway accessories. The store’s aisles were to be our runway. The final video would be a vibrant, haute couture celebration of Vietnamese culture, set against the energetic background of the T&T Supermarket.

As Creative Director, I led my team to create a film treatment and production plan for our project.

Synopsis

A customer in a traditional Vietnamese áo dài begins their Lunar New Year shopping journey by placing a cake order through the T&T app before entering the store. As music sets the tone, they move confidently through the aisles, selecting festive T&T Lunar New Year products. Along the way, other shoppers in traditional attire pass by, transforming everyday grocery shopping into a lively fashion show. Dynamic camera movements and close-up product shots highlight both the cultural pride and vibrant in-store experience. Items are scanned at checkout, and the T&T rewards card is showcased. The story concludes with the runway models/shoppers relaxing in the food court, excitedly cracking open the Lunar New Year snacks and digging in, bringing the seamless digital-to-in-store journey to a close.

Style

Fast-paced, lively, editorial. This reel is a cultural showcase, exhibiting grace, confidence, and excitement. This video draws inspiration from traditional runway shows, such as Versace | Spring/Summer 2025 | Milan Fashion Week - 4K. Music is similar to ĐẾN LÚC NÀY THÌ… - 2pillz x tlinh with a strong beat and editorial energy, while maintaining a Vietnamese/cultural feel if possible. The lighting is bright and colorful, the environment buzzing with energy. Upbeat, runway music will build into a climax as the models strut in store. Whoosh and fader SFX for impact.

Equipment

Cameras	Lighting	Accessories
Canon R7 #1	Neewer CL124 RGB Light Wand	Canon RF 28-70mm f/2.8 Lens
Canon R7 #2	Neewer RGB62 Video Light	Canon 18-150mm f/3.5-6.3 Lens
		DJI RS4 Pro Gimbal
		K&F 82mm Black Diffusion ¼ Filter

Production

Our shoot day was not without some setbacks. Some products we’d planned on shooting with were missing, so I sent members of my team to quickly scope out other eye-catching products with beautiful packaging to use in our video. After that, it was smooth sailing and the shoot went fantastic.

Some BTS footage of our production.

We devoured the cake afterwards 10/10.

Post-Production

I may have spent hours pushing pixels and cutting milliseconds of footage.

Watch the final video here!

Retrospective

This project was a labour of love, and a true passion to plan and execute. I gained a lot of skills in project management, directing, and managing relationships with stakeholders. Most importantly, I learned that you can always expect for something to go wrong during a project, and that having a comprehensive plan and a reliable team will go so far in getting you on your feet. It was so fun and so fulfilling to see all of these moving parts coming together, as well as my team members working so hard and having so much fun. The team was very happy with the final result, and so was T&T Supermarket.

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