The Mooncake TVC Project: The Oven

The Cái Lò Nướng mooncake TV commercial project was produced by Right Media in 2024 for the brand's Mid-Autumn Festival campaign. Each mooncake was filmed up close, clearly showing the crust, filling color, and presentation, so that viewers could imagine the taste of Mid-Autumn Festival mooncakes just by looking at the images.

The Cái Lò Nướng Mooncake TVC Project

Customer requirements

Cái Lò Nướng is a modern, handcrafted bakery brand that has been around for over a decade. The brand is known for its less-sweet, distinctive cream cakes, especially its butter mousse line. Cái Lò Nướng's mooncakes follow this direction: refined flavors, beautiful packaging, yet still approachable to the buyer.

The "Essence of Vietnamese Tradition" Mooncake Collection from Cái Lò Nướng.

This TV commercial introduces the 2024 Mid-Autumn Festival collection titled "The Quintessence of Vietnamese Tradition." Inspired by traditional craft villages across Vietnam, the collection combines traditional culture with modern mooncake-making techniques and features seven flavors:

• White lotus shrimp with five flavors
• Mixed seafood with XO sauce
• Premium Mixed Pork and Vegetables
• Rose with guava-like seeds
• Golden Bamboo Charcoal
• Red dates and goji berries
• Salted tangerine peel

The client wanted the TV commercial to do more than just introduce the product. The video needed to tell a story through images, with each mooncake associated with a cultural aspect, so viewers could see the beauty of the traditional craft village and a joyful, very Vietnamese Mid-Autumn Festival.

Mooncakes are also gifts. Buyers often choose mooncakes based on images online before holding the actual box in their hands. Therefore, this mooncake TV commercial had to do two things at once: show how delicious the mooncakes are and show how elegant the gift box is for giving as a present.

Right Media's solution

Before developing the concept for the mooncake TV commercial, the team thoroughly researched the collection's key products. The direction: traditional atmosphere, modern imagery, with the mooncake always at the center of the frame.

The concept and colors were chosen to align with the brand positioning of The Oven.

Right Media implements its strategy in the following ways:

• Filming products with a high-end feel: Close-up and slow-motion shots, with consistent lighting, allow viewers to clearly see the surface and color of each mooncake. The logo and design on the box are also carefully filmed, as mooncakes are gifts and the box must look elegant.
• Evoking stories of traditional craft villages: The materials are arranged in a sequential layout, reminiscent of traditional craft villages such as incense making and weaving, so that each scene carries a bit of culture.
• Slow tempo, traditional music: The slow pace of editing, the traditional background music, and the smooth camera movements evoke the warm atmosphere of the Mid-Autumn Festival, a time for family reunions.
• Warm tones: Warm, muted colors, leaning towards yellow, brown, and red, perfectly match the brand's latest product line.
• The frame has depth: The multi-layered foreground and background design, combined with traditional materials, prevents the image from appearing flat.
• Technology should not overshadow the product: The team kept special effects and techniques to a minimum. The movements were smooth and subtle so that viewers could focus on the cake, not the technique.
• The baking process: The entire process, from selecting ingredients and kneading the dough to baking the bread, is seamlessly connected, as if the viewer were standing in the kitchen.

Workflow at Right Media

The TV commercial was filmed in a studio, where the crew had control over the lighting and setting to accurately capture the spirit of "Vietnamese Traditional Quintessence." With a small product like mooncakes, even a slight difference in lighting can result in variations in the color of the crust and filling. Filming in a studio ensures consistent color across all scenes.

Right Media's team set up the scene in the studio.

Steps to follow:

• Receiving the brief: Clarify the positioning of the mooncake line, the spirit of modern craftsmanship, and the story of the traditional craft that the brand wants to tell.
• Concept: The concept revolves around "the essence of traditional crafts," finalizing the key visual and the overarching narrative of the TV commercial.
• Pre-production: Create storyboards, moodboards, and set layouts that evoke the atmosphere of traditional craft villages; prepare props, lighting, and filming strategies for each scene.
• Filming: Filmed in a studio, completed in one day.
• Post-production: 7 working days (excluding Sundays), including video editing, image and sound finalization, and adding annotations. A demo is sent to the client for feedback, after which the team edits and finalizes the final version.
• Hand over: Original source code, finished video, and various export versions in different formats for different needs.

Achievements

The Cái Lò Nướng mooncake TV commercial showcases each mooncake in the "Essence of Vietnamese Tradition" collection, juxtaposed with materials reminiscent of traditional craft villages. The video connects memories of past Mid-Autumn Festivals with the tastes of today's buyers, perfectly reflecting the brand's vision for the holiday season.

The TV commercial was posted by the brand on various social media platforms as part of its marketing campaign.

After completion, the TV commercial was posted by Cái Lò Nướng on Facebook, TikTok, and Instagram as part of their Mid-Autumn Festival marketing campaign. Each platform required different framing and length, so the delivered package included multiple pre-made versions in various formats, eliminating the need for the brand to re-edit the entire production.

For the team, the most challenging aspect of a mooncake TV commercial is ensuring the mooncake stands out amidst the many traditional craft village props. The setting evokes traditional villages like incense making and weaving, interspersed with mooncake ingredients, yet the viewer's eye must still be drawn to the mooncake and the gift box.

Right Media thanks Cái Lò Nướng for trusting us with the project and giving the team the opportunity to tell the story of the Mid-Autumn Festival in a modern way while still preserving Vietnamese traditions.

Right Media – A specialized media partner for B2B businesses, factories, and industrial parks.

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