Lotte Department Store:
Mã Đáo Thảnh Thơi
Creative Directors: Hiep H, Colin Tran
Project Managers: Colin Tran, Trangtoof
Associates Creative Director: Hwee
Designers: Hwee, Long Anh, Hiep H
Illustrator: Hwee
3D Artist: Dat Nguyen
Motion: Ì Mô Nguyễn, Hoàng Phúc
Spatial Design: Long Anh
Support: Minh Hong
Showcase Photography: Tung Lam
In the highland regions, horses are far more than just a part of daily cultural life. From trekking up to the terraced fields to carrying goods to vibrant local markets, they are an invaluable asset. But beyond all their hard work, they are cherished friends.
After a year of tireless dedication, Tet arrives as a well-deserved pause for everyone to recharge, and these hardworking friends are no exception.
When they finally get the chance to truly relax, horses will lie down and sink into a deep, peaceful sleep. And just like us, they dream. What does a horse dream of? We imagine a world of pure leisure, completely carefree and unburdened.
This gentle, heartwarming vision became the core inspiration for Studio Cohe as we crafted the visual narrative for the "Mã Đáo Thảnh Thơi" campaign for 2026, in proud collaboration with Lotte Department Store.
A huge thank you to Lotte Department Store and Lotte Mall for your incredible support. We are deeply grateful for your trust and collaboration in nurturing this vision and helping us it to life.