Hái Lộc Đầu Năm, Visualize, Animation & Packaging
Hái Lộc Đầu Năm is a vibrant project by Ampersand Creative in collaboration with Vietnamese–American zither artist Brian Bùi. The project spans multiple visual dimensions, from physical merchandise prints to intangible digital experiences such as an animated music video.
In order to reveal our shared humanity through a genre-blending of global sound, reimagines the nostalgic beauty of Vietnamese boléro, a genre that once defined the sound of Saigon during the 60s & 70s.
Therefore, An East–West fusion aesthetic, inspired by the glamorous, colorful, and nostalgic spirit of the 1960s–70s, serves as the creative direction we explored throughout this project.
For the psychedelic inspiration, we looked to posters from San Francisco in this time. We’re drawn to their hypnotic optical illusions, wavy forms, and vibrant colors. Some of these posters even repurpose Art Nouveau prints, reimagined in bold palettes.
We thought it would be compelling to combine those elements with Vietnamese Đông Hồ art, the hand-printed woodblock paintings that use a maximum of five colors and embrace a minimalist approach to shading and line work.
![[HLĐN]-01.jpg](https://images.squarespace-cdn.com/content/v1/68a59862519d4352c6ba0bc0/f5c82ff8-7c25-4029-8e78-1d0eff66aed9/%5BHL%C4%90N%5D-01.jpg)
