Art Direction — ‘23-24
Vinamilk Susu Hero Branding Animation
CLIENT
Vinamilk
ROLE
Junior Art Director
SCOPE
Concept & Story development, Character Redesign & Animation direction
PROJECT OVERVIEW
Where Brand, Imagination, and Planet Collide
When Vinamilk merged two of its kids’ product lines, SuSu and Hero, the goal wasn’t just a rebrand — it was to build a brand universe bold enough to win back market share.
Instead of going the educational route like competitors, we embraced how kids actually think - illogical & wildly imaginative.
The result - An animated series packed with action, absurdity, and visual charm, where every real world issue was solved with a naive set of eyes with each episode tackles environmental lessons through metaphorical villains.
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SUSU
SuSu is the sharp-eyed strategist of the team. Designed to reflect the SuSu product’s benefits for brain development and vision.
HERO
Hero is the heart and muscle of the squad. Built to showcase the physical benefits of the Hero product line, he’s energetic, strong, and slightly impulsive
& MYTHICAL FRIENDS
Joining SuSu and Hero are their mythical friends — a playful dragon and a unicorn. Beyond comic relief, these creatures act as trusted teammates on missions.
THE PROCESS
Redesign &
Worldbuilding
With SuSu and Hero previously marketed as two separate product lines, their character systems felt fragmented — visually inconsistent and overcrowded. Our goal wasn’t just to merge them, but to reimagine them as a unified universe. We selected standout characters from each world and completely reworked their designs — not just in appearance, but in attitude, abilities, and storytelling potential. Through dozens of sketches, style explorations, and design iterations, we crafted a single cohesive art direction that could carry both brands into one shared animated series — stronger, simpler, and ready for a new generation of fans.
CREDITS
Agency: TBWA
Creative Director: Maika
Associate Creative Director: Pham Vu Huy Hoang
Art Director: Tan Do
Junior Art Director: Nhung Bui
Copywriter: Phong Vu
Designer: Trang Pham, Kim Cuong
Visualizer: Hai Nguyen, Tuan Tran
Production: Colory
Other
PROJECTS
At the heart of the SuSu-Hero universe is the Hero Academy — a high-tech training ground where kids transform into heroes. While the Academy features futuristic tools and advanced gadgets, the rest of the world remains grounded in familiar, everyday environments. This balance between fantasy and reality was intentional: to make the world feel accessible and relatable, with just the right touch of magic where it matters most.
THE ANIMATION
EP01:
Susu Hero against the Trash Monster
The first episode kicks off the SuSu Hero universe with a bang — a high-energy, fully 3D animated battle against the Trash Monster, a creature formed from pools of forgotten waste. The world is vibrant, chaotic, and packed with motion, capturing the urgency of real-world problems through the exaggerated lens of a child’s imagination.
THE ANIMATION
EP02:
Susu Hero against the Dust Monster
The second episode switches to a sweet 2D animation style, as our tiny heroes take on a new villain — the Dust Monster. With their usual mix of brains and bizarre tactics, , the episode ends with one simple reminder for kids: plant more trees to keep the dust away.
OTHER EXPLORATIONS
Susu Hero: From The Vault
Not every idea made it into the final series — but some were too fun not to share. These unused concepts explored a wide range of environmental themes. Though they didn’t make the cut, each one helped shape the tone and direction of the SuSu Hero universe.
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