FIND YOUR ARRAKIS ODYSSEY
Goldsmiths, University of London, 2024
Mission:
To unveil Serbia as an unexpected travel gem by blending its hidden beauty with the cinematic mystique of DUNE, sparking a sense of epic discovery among modern explorers.
Challenge:
Reposition a lesser-known destination in a saturated travel market using speculative storytelling while aligning narrative, visuals, and strategy across diverse media.
Solution:
Led a 5-member team to create a cross-platform campaign anchored by The Spice Routes of Serbia, a digital hub with VR experiences, influencer content, and interactive journeys. The tagline “Unveil Your Arrakis” unified the vision across blogs, videos, and social channels.
Result:
The campaign earned high praise from faculty for its originality, strategic depth, and immersive execution, showcasing how storytelling and cultural insight can powerfully shape audience engagement and travel perception.
MODELS AND PHOTOGRAPHY CLUB'S
Photography Contest
As Co-founder and Head of Models, I led a themed contest for Vietnamese Teacher's Day, guiding 12+ participants from concept to showcase. The project turned creative expression into a powerful tribute, celebrating educators through a lens and a story.
HOLA LAVIDA
VNU University of Economics and Business, 2022
I transformed a traditional military training wrap-up into HOLA LAVIDA, a vibrant, student-led celebration blending culture, creativity, and connection. From scripting to logistics, I led a seamless experience that energised students and impressed university leaders, setting a new standard for engagement-focused events at VNU.
THE ECO-TOURISM APP
Mobile App Campaign
Goldsmiths, University of London, 2023
Mission
To inspire a new generation of eco-conscious travellers by blending sustainability with meaningful exploration.
Challenge
Create a digital platform that makes mindful travel choices easy, engaging, and community-driven, all while standing out in a crowded app landscape
Solution
Led the campaign strategy, launching short-form social videos, influencer partnerships, and user-generated content challenges. The app featured a Green Map, personalised sustainability tips, and a community-sharing space, all designed to turn users into eco-travel advocates.
Result
Praised at Goldsmiths for its innovation and impact, with standout recognition for the Green Map. The project demonstrated how digital tools can empower sustainable choices and build a movement around eco-conscious travel.
Crafted with culture. Backed by data
I don’t just build campaigns but create experiences that connect, inspire, and convert. Strategy-led, insight-fuelled, and always rooted in purpose.
MY PROJECTS
MORE THAN A GIFT
Hoang Giang JSC - 2022
Mission
To position a speciality product as a culturally rich holiday gift by celebrating its deep roots in Vietnamese tradition.
Challenge
Raise product awareness and drive seasonal sales while crafting a narrative that honours Vietnamese traditions and connects with both local and global audiences.
Solution
Led a multi-channel campaign rooted in storytelling, highlighting the product’s cultural meaning through high-quality visuals, social content, and stakeholder engagement. Presented the product to international delegates, building emotional ties and boosting brand credibility.
Result
The campaign drove a 20% increase in store visits and a 15% uplift in gift set sales. More importantly, it sparked deeper appreciation for Vietnamese heritage