1. Packaging & Illustration Packaging & Illustration: The brand's signature cat and dog characters are "cosplayed" as the Bầu Cua mascots through the distinctive strokes of Illustrator River Ng. As the Main Designer, I directly engineered the structure for both the gift box and red envelopes, meticulously arranging the layouts to optimize the visual impact of these artworks on the final printed products. 2. Visual Connection Visual Connection: The design concept aims for absolute synergy between the illustrated world and reality. While the packaging artwork depicts pets playing Bầu Cua on a traditional mat, I materialized this vision in the shooting concept by featuring models and pets together in traditional Áo Dài, gathering around the actual game set. 3. Mixed Media Execution Mixed Media Execution: A key highlight of the campaign is the seamless integration of Photography and Illustration across the final communication assets. The brand's signature "rough" drawing style is artfully overlaid onto real-life photography, creating a compelling visual effect that echoes the brand’s "Raw" essence while breathing life into the campaign's overall energy.