Sting Energy
The Scorpion Mascot
2025 marked a bold new chapter for Sting Energy with the launch of the "Sting Thế Hệ Mới - Dám Nghĩ Dám Làm" (New Generation - Dare to Think, Dare to Do) campaign. The visual centerpiece of this brand evolution was the debut of Sting’s new official brand mascot: The Scorpion.
My Role & Creative Process
Operating as the Lead Art Director on this project, our collective objective was to craft a character that radiated raw energy and a fearless attitude, balanced with a playful, cheeky personality tailored for a Gen Z audience.
To ensure the vision remained pure, we took a highly collaborative approach during the foundational phase. While I spearheaded the initial 3D character development and renders, our team worked seamlessly to facilitate communication and align with the Sting Global and Regional teams on the core anatomy and artistic direction.
Once the foundation was locked in, we navigated the final 3D refinement process together. I closely supervised the structural and textural polish to achieve the final asset, supported by our team's continuous coordination to integrate all strategic feedback. The Scorpion was subsequently rolled out across all major touchpoints, from hero social assets to TVC films, and is now slated for expansion into global markets.
The creative copyright of the Scorpion belongs to Luongdoo, officially signed with PepsiCo Vietnam.
Operating as the Lead Art Director on this project, our collective objective was to craft a character that radiated raw energy and a fearless attitude, balanced with a playful, cheeky personality tailored for a Gen Z audience.
To ensure the vision remained pure, we took a highly collaborative approach during the foundational phase. While I spearheaded the initial 3D character development and renders, our team worked seamlessly to facilitate communication and align with the Sting Global and Regional teams on the core anatomy and artistic direction.
Once the foundation was locked in, we navigated the final 3D refinement process together. I closely supervised the structural and textural polish to achieve the final asset, supported by our team's continuous coordination to integrate all strategic feedback. The Scorpion was subsequently rolled out across all major touchpoints, from hero social assets to TVC films, and is now slated for expansion into global markets.
The creative copyright of the Scorpion belongs to Luongdoo, officially signed with PepsiCo Vietnam.
Main Credits
Client: Suntory Pepsi Vietnam / Sting Energy Vietnam
Agency: Ki Saigon
Strategy Director: Indraneel Guha
Creative Director: Chung Hoang
Lead Designer / Art Director: Duc Luong (Luongdoo)
Account Director: Aiden Do
Account Member: Tho Do
Copywriter: Bao Diep, Ranni Tran
Designer for Scorpion: Huynh Nguyen
Designers for Campaign Assets: Huynh Nguyen, Ngoc Van, Hong To, Berit, Nam Thien, Uyen Nguyen, Ngan Nguyen, Han Truong, Khanh Linh
Social Manager: Oanh Truong
Social Executive: Quoc Truong
Client: Suntory Pepsi Vietnam / Sting Energy Vietnam
Agency: Ki Saigon
Strategy Director: Indraneel Guha
Creative Director: Chung Hoang
Lead Designer / Art Director: Duc Luong (Luongdoo)
Account Director: Aiden Do
Account Member: Tho Do
Copywriter: Bao Diep, Ranni Tran
Designer for Scorpion: Huynh Nguyen
Designers for Campaign Assets: Huynh Nguyen, Ngoc Van, Hong To, Berit, Nam Thien, Uyen Nguyen, Ngan Nguyen, Han Truong, Khanh Linh
Social Manager: Oanh Truong
Social Executive: Quoc Truong