Sometimes, the biggest weight in life isn’t just pressure from outside - it’s the outdated tools we rely on every day. An old laptop that freezes mid-deadline, lags during a presentation, or shuts down right when things get serious. Over time, that frustration becomes personal. It feels like your own device has turned against you.

This was the starting point for Thế Giới Di Động’s Thắng Đời campaign. Together, we dramatized a universal experience for students and young professionals: the moment when outdated tech transforms from helper into obstacle.

We called it the “Đời monster” - a symbol of frustration, distraction, and limitation. And from there, we built a campaign that showed what it truly means to Thắng Đời Tuyệt Đối: not just surviving life’s challenges, but upgrading, owning them, and equipping yourself with the right tools to win.

In collaboration with Thor Production, we brought this chaos to life on screen - turning frustration into a monster, and transformation into a moment of triumph.