Menitems Jelly Pomade
Launching New Product (Social Plan)

As Creative Lead, I developed the concept for “Ngon như thạch” to launch Vietnam’s first jelly-textured pomade by Menitems. Inspired by Gen Z’s childhood (2005–2008), the campaign connected product texture with nostalgia. I led messaging, visual direction, and storytelling, while working closely with the ABM and internal team to align brand voice and deliver seamless, emotion-driven content.