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- Client
- MONO
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- Category
- Creative Direction
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- Team
World-building :
Microwave Soups
Editorial Production:
Footnote
Creative Director:
Bil
Photography & Visual Language:
Phuoc Pham
Executive Producer:
Tran
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- Description
Mỹ Điệu Ca was built around a simple question: How do we inherit without looking backwards?
Rather than treating heritage as something preserved behind glass, Soups approached it as Living Heritage: something that continues to evolve alongside us. Songs passed between generations, folk melodies reinterpreted through contemporary voices, and memories retold through new materials all reflect the same idea. Heritage does not remain fixed. It changes, adapts, and accumulates new meaning through each generation.
For MONO, emotional growth follows a similar process. Experiences do not simply disappear; each encounter leaves behind memories, traces, and moments that gradually shape how we see the world.
Soups carried this idea into the album’s visual development. Instead of defining a complete visual world from the outset, the project was developed as an ongoing process of making, with each layer of imagery, material, and each chapter building upon what came before it. The visual language evolved through this accumulation, much like a crafted object taking shape over time.
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