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Diamond Alnata+

Ho Chi Minh City
Vietnam



///credits///

DEVELOPER: Gamuda Land

CONCEPT: Soyon

EXECUTIVE PRODUCER: Lucien Bolliger

PRODUCER: Nhi Hoang

PHOTOGRAPHER: Thanh Ho

MODELS: Quynh Luong, Le Nguyen

CG VISUALISERS: Hoang Nguyen, Trinh Thai


 Although we created these architecture images for our client's “living beyond norms” marketing campaign, we actually created an underlying metaphor within some of the images.


   Saigon has evolved from the '70s-nowhere else in Vietnam one can one experience the quickly changing cultural and economic shift that takes place before our very eyes. The 10+ million inhabitants seem to be constantly moving...Locals, expats and visitors, vehicles, fashion, sounds, scents, tastes all mix, and create something so eclectic and excitingly new that is impossible to capture in words. The city's constantly buzzing. Moving. People yearn to break the shackles of the past, the shackles of society’s expectations. Poverty, traditional values, and collectivism are quickly shifting to consumerism and individualism.


    Our hero CGI featuring the the two models at the centre (third image) aims to capture the hustle, bustle and buzz one can feel in Saigon. The two models embody the modern people of Saigon, whereas the rest of the city moves around them at lighting speed. We used a neo-noir, cyberpunk-inspired mood to imply how this place isn't stuck in the past, but very much representing the future.
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