Hello Hanoi

The Heart of Hanoi

This award-winning narrative content series was designed to bring Hanoi to life for the CNN audience and showcase the city’s unique history, heritage and people. To achieve this goal, we told the story of Cha Ca, the signature dish at one of the city's best-loved family restaurants, through a series of four beautifully shot immersive videos with engaging site interactions. I acted as shoot Creative Director, both in the planning stages and on location in Hanoi, and as the lead site designer, working with the development team to bring the interactions to life in the build.

My Role
Art direction

UI design

Company

CNN | Hello Hanoi

Explore the essence and the richness of Hanoi’s culture as the city leaps into the future through its famed food heritage and iconic dish, the cha ca.

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Visual Identity

I chose to make the site as vibrant and bold as Hanoi. Inspired by Hanoi's Art Nouveau and Art Deco architecture, the heading typeface was chosen to reflect these styles, while the use of a striking yellow reflected the warm tones and humidity of the city.

Additonal shots

Episode 4: Interactive Content | We showed the complexity of Cha Ca, the campaign's key dish, by allowing the audience to prepare it themselves through interactive video gestures while also having the ability to discover the dish's ingredients in detail.

Episode 1: Interactive Content | Situated within each of the four videos are interactive content elements, taking the audience deeper into the story. A yellow border, text and icons were used as indicators for when the interactions were about to begin.