The brief

Tailor Bros, a suit maker in Hanoi, had never made a video before. For their first one, they wanted a Father's Day film that people would feel something about.

Our approach

They gave us a lot of freedom, so we chose to put the story first and the product last. The audience doesn't see the brand until the end, after they have spent two minutes with a father and his son.

The film is a montage of the two of them growing up and growing old together. One small gesture runs through it: the tap of a foot, which keeps coming back at different ages and ties the years together.

The decision that made it work

The turning point is a small one. The son comes home late and finds his father asleep on the sofa, waiting up for him. He notices a loose button on his father's suit. The suit is getting old, and so is his father. That's when he decides to have a new one made for him.

The brand appears at that moment, when the audience already cares, so the suit reads as a gift from a son to his father.

The result

The film launched on Father's Day 2019, the one day of the year when its story hits hardest. It is the only film the brand has made, so we keep it here for the craft: a full life told in under two minutes, with the product held back until it means something.

Who this kind of film is for

Small brands making their first film, and any brand with a seasonal moment like Father's Day, Mother's Day or Tết, where a true family story will do more than a product list.