The Mooncake TVC Project: The Oven

Right Media's solution

Mooncake TVC Project The Oven This is one of Right Media's most inspiring projects, offering the opportunity to recreate the beauty of traditional Vietnamese culture through a modern visual lens. After thorough discussions about client requirements and research into the core product, Right Media gradually developed a filming concept that is deeply rooted in tradition, while also highlighting the distinctive culinary values of the project.

The implementation of Right Media is carried out as follows:

• Positioning the product with a high-end mindset: Through the application of macro photography, slow motion, and a tightly controlled lighting system, the TV commercial clearly highlights the texture, color, and appeal of each mooncake. At the same time, details on the packaging, such as the logo and design patterns, are subtly emphasized to enhance the sense of luxury and sophistication, making it a suitable gift for the Mid-Autumn Festival.
• Recreating cultural stories: The arrangement of materials creates a seamless layout, evoking images of traditional Vietnamese craft villages such as incense making and weaving, thereby adding cultural depth to each frame of the film.
• Build a seamless emotional mood: Throughout the TV commercial, Right Media intentionally maintained a slow pace, combining traditional-sounding background music with soft visual movements to create a warm, gentle atmosphere that perfectly captures the spirit of reunion during the Mid-Autumn Festival.
• Shaping brand aestheticsIn this project, Right Media used warm, muted tones, leaning towards gold, brown, and red, to maintain the sophistication, high-end feel, and consistency with the brand's mooncake product this time around.
• Create depth in images.The multi-layered design (foreground – background), combined with traditional materials, creates a frame that is not flat but has space and tells a story.
• Maintain the technique of "hiding": Minimize the use of flashy effects or special effects, instead focusing on smoothness and subtlety in each movement to enhance the overall visual appeal.
• Recreating the cake-making process: Each step, from ingredient selection and kneading to the finished product, is depicted in detail and clearly, giving viewers the feeling of directly witnessing the entire process in a bakery kitchen.

Workflow at Right Media

With the Mooncake TVC project The OvenRight Media chose to shoot live in the studio to have complete control over the images, lighting, and setting, ensuring that the creative spirit of the "Essence of Vietnamese Tradition" collection was accurately reflected.

Right Media proactively implemented and set up the studio. 

The implementation process is carried out in a way that is closely aligned with the project objectives as follows:

• Receiving briefs and conducting brand analysis: Clearly define the positioning of the Mid-Autumn Festival product, the spirit of modern craftsmanship, and the cultural values of traditional craft villages that the brand wants to convey.
• Developing creative concepts: The concept was developed around "the essence of traditional crafts," shaping the key visual and the culturally-themed storytelling throughout the TVC.
• Pre-production: Design storyboards, moodboards, and set layouts to recreate the essence of traditional craft villages, while also preparing props, lighting, and detailed filming plans to ensure high aesthetic appeal.
• Production: Filming will take place in a studio. The entire filming process will be completed within one day.
• Post-production: The post-production phase takes 7 working days (excluding Sundays) and includes editing, finalizing the visuals and sound, and adding annotations and information according to the project content. A demo version will be sent to the client for review and feedback before final editing and completion.
• Hand over: Right Media delivers products on time as promised, ensuring a complete set of files including the original source code, the finished video, and various exported versions in different formats to suit each client's needs.