Back Arts & Culture » Music & Art » Designer Lucia Phạm's Animated Video Refreshes Tết Wishes With New Visuals

Designer Lucia Phạm's Animated Video Refreshes Tết Wishes With New Visuals

To Lucia Phạm, a young graphic designer and illustrator, creating a personal project for the Lunar New Year has become an annual tradition. This year, instead of crafting static images, Lucia went all-out with an animated video to showcase Tết well-wishes.

In an interview with Saigoneer, Lucia Phạm shares that she started brainstorming ideas and executing the project at the end of 2021 to get it ready to premiere in January 2022. “Generating ideas for the wishes took the longest. I searched high and low for the best and most suitable lines. When put together in a sequence, they need to connect logically and should not repeat in content or rhythm,” she explains.

The visual to demonstrate the wish: "Chúc vạn sự khởi đầu bình an/Lộc tràn vào tủ, tài tràn vào nhà."

Lucia came up with the final list of phrases so that they have an acceptable flow similar to a poem stanza:

Tống cựu nghênh tân / Out with the old, in with the new
Chúc vạn sự khởi đầu bình an / A smooth start for all endeavors
Lộc tràn vào tủ, tài tràn vào nhà / Luck fills the wardrobe, wealth fills the home
Phúc đem lễ nghĩa trong nhà thịnh / Fortune brings prosperity to the home
Lộc nảy vinh hoa phú quý xuân / An auspicious spring thanks to serendipity
Vạn sự cát tường – Toàn gia hạnh phúc / Luck for all deeds – Happy family

In the video, there are a host of elements taken from traditional art forms and Tết customs, from water puppet shows and the Ngũ Hổ painting, to trays of candied Tết treats. In the third scene, as the accompanying illustration for “Tống cựu nghênh tân,” Lucia choreographed a procession featuring a herd of buffaloes leaving to make way for a pack of tigers.

"Tống cựu nghênh tân."

When asked about her choice of color palette and how she dramatized the animation, Lucia says: “To me, showcasing New Year wishes is a spiritual project, so visual components need to be intensified and hyperbolic in nature. For instance, the tiger figure at the beginning was deliberately imposing. I really like such intense imagery.”

To demonstrate “Vạn sự cát tường – Toàn gia hạnh phúc,” she brings in a mysterious pink female figure. According to Lucia, this is a representational visual choice symbolizing four members of her own family waving to one another, passing around gold nuggets while surrounded by details that bring to mind contentment and felicity.

Have a look at the full video below:

See more works by Lucia Phạm on her Behance page or personal website

Related Articles

in Music & Arts

[Illustrations] Rebranding Tết Candied Fruits Using Elements From Vietnamese Mythology

It’s Tet time next week, and you know what that means: heaps of candied fruits, seeds and even vegetables in various shapes and colors.

in Music & Arts

An Eclectic Collage of Tigers From the Viewpoint of Vietnamese Artists

The Year of the Tiger is officially here. To celebrate the arrival of the third zodiac animal, many Vietnamese artists have contributed to the community project "Behum 2k22." The name is a portmanteau...

in Music & Arts

Local Website Saigoneer Puts Calendar on Sale in Mid-March, Confuses Readers

In Saigon, the sweltering heat of March and April usually drives city-dwellers to take refuge in air-conditioned coffee shops and seek out refreshing thirst-quenchers like đá me and sugarcane juice — ...

in Music & Arts

Mythology, History, and Supernaturals Mingle in the World of 'Lĩnh Nam Chích Quái'

Lĩnh Nam Chích Quái was one of Vietnam’s first anthologies written in Hán characters in prose form. It’s a collection of 22 folk tales, mythologies, and legends surrounding the origin story of the Vie...

in Music & Arts

Digital Artist Transports Us Back to Hanoi Tramway’s Halcyon Days

Many Hanoians have seen historical photos of the capital’s lost tramway network, which was inaugurated in 1901. What began as a state-of-the-art electric tramway eventually fell into disrepair in the ...

in Music & Arts

How Music and Art Empower Vietnam's Efforts to Contain Covid-19

"Even if it's small, it is very cruel. Many have died because of it...We definitely got to stay alert."—'Ghen cô Vy' by ERIK and MIN.

Partner Content