Animated Advertising: A Flexible Solution for the Multi-Platform Era
- Jun 2
- 5 min read
Overview: A Multi-Platform Tet Campaign
In today’s digital landscape, adapting a video into multiple formats for cross-platform distribution has become almost a standard requirement for marketing campaigns. As audiences spend more of their time on social media and consume content across various platforms, brands need to optimize their advertisements to suit different aspect ratios and viewing behaviors.
As one of Vietnam’s fastest-growing technology-driven transportation service brands under Vingroup, Green SM is no exception to this trend. In an increasingly competitive ride-hailing market, the brand continues to expand its presence across multiple platforms, particularly during peak travel seasons throughout the year. The year-end holiday period and Tet, Vietnam’s most important festive season, represent one of these key opportunities to connect with audiences at scale.
For this campaign, Green SM entrusted DeeDee Animation Studio with the production of a series of animated bumper ads, featuring the brand’s signature green identity consistently across every format and platform.
Project Information
Client: Green SM — Working directly with the brand's in-house team
Project Type: 6-second animated bumper ads
Output: 3 videos, each adapted into landscape, portrait, and square formats
Year: 2026
Services Provided: End-to-end production, including Storyboarding, Animation, Background Design, Compositing & Editing, and adaptation across multiple aspect ratios
The Challenge: 3 Videos, 9 Deliverables, Only 2 Weeks
The project's first challenge was an extremely tight production schedule. DeeDee had just two weeks to complete the entire production pipeline and deliver all assets in time for the campaign launch.
Green SM provided three short scripts for a series of 6-second bumper ads, each built around familiar year-end situations that highlighted the brand's transportation services.
One of the scenarios featured a couple using Green Premium to arrive at a luxury party
A group of colleagues taking a Green Limo ride to an after-work year-end gathering.
A family returning home for Tet with Green Premium.
All three scenarios reflected familiar year-end travel needs of Vietnamese audiences, set against the backdrop of major urban centers. The challenge, however, was to communicate each story clearly within just six seconds. Without dialogue, every frame needed to be visually engaging, instantly understandable, and memorable enough to leave an impression on viewers.
The campaign was also planned for deployment across multiple social media platforms. As a result, each video had to be carefully adapted into landscape, portrait, and square formats, ensuring optimal presentation regardless of where audiences encountered the content.
The Solution: Fast-Paced Production Without Sacrificing Quality
To meet the demanding timeline, DeeDee's PMO team quickly assembled a lean yet highly efficient production crew. The team's ability to absorb briefs quickly, understand the client's objectives, and respond accurately to feedback helped keep production running smoothly, even as many members shifted directly from long-term projects into the fast-paced rhythm of a short-form campaign.
To make the most of the 6 seconds runtime, DeeDee adopted a vibrant visual style featuring neon-inspired futuristic backgrounds. This approach helped Green SM's signature cyan branding stand out across every frame while creating a dynamic and eye-catching viewing experience.
The chosen aesthetic also reinforced the youthful, energetic atmosphere of the campaign, making it particularly well suited to the target audience portrayed in the first two videos.
For the family-focused video, DeeDee took a softer approach to both pacing and color treatment. The more restrained visual direction helped emphasize the warmth and emotional nature of the story while maintaining consistency with the overall campaign.
This allowed each video to develop its own distinct personality, rather than applying the same creative formula across all three executions simply because they belonged to the same campaign.
Although the three videos belonged to the same campaign, each delivered a distinct viewing experience through different camera angles and storytelling approaches.
Video 1 recreated the moment a couple arrives at a year-end celebration from the perspective of a female passenger seated in the back. The scene then transitions seamlessly to reveal the rear view of a Green SM vehicle moving through the city at night.
Video 2 began with a camera angle positioned in front of the driver's seat before zooming out to showcase the vehicle's front profile, highlighting Green SM's signature lighting system and recognizable branding.
Video 3 adopted a side-view perspective, allowing viewers to clearly observe the vehicle's movement, side-body design, and hotline information as a family travels home for Tet.
Another key challenge was adapting the campaign across multiple aspect ratios. Moving from landscape to portrait and square formats required more than simple cropping. DeeDee carefully reworked each composition to ensure that key visual elements remained within safe viewing areas while preserving the video's message and overall viewing experience.
This process demanded a strong understanding of composition, visual pacing, and information hierarchy. Every adjustment had to balance platform-specific requirements with the integrity of the original creative concept, ensuring a consistent experience across all formats.
The Result: Polished Delivery Across Every Platform
Thanks to the team's adaptability and strong cross-functional collaboration, DeeDee successfully delivered all three bumper ads, along with their complete set of landscape, square, and portrait versions, within the two-week production schedule.
In total, the project resulted in nine finalized deliverables, each carefully optimized for its intended platform while maintaining a consistent brand message and viewing experience across the campaign.
A particular highlight of the project was the background design, which received highly positive feedback from the client and was approved with minimal revisions during the early review rounds.
Combined with a carefully crafted lighting system inspired by the atmosphere of Ho Chi Minh City at night, the visuals created a vibrant and engaging sense of movement. Despite their brief runtime, the videos succeeded in capturing attention and delivering a strong visual impact.
More importantly, the success of the project was measured not only by the quality of the final deliverables and the positive feedback received from the client, but also by the new opportunities for future collaboration that followed.
For DeeDee, this ongoing partnership with Green SM stands as the clearest testament to the project's effectiveness and to the trust the client has placed in DeeDee Animation Studio.
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