Nuvi GrowHeight Relaunching Campaign

Credit:

Year: 2025

Client: Nutifood VietNam

Agency: Purpose Ant

Production House: Children Of

Film Director: Le Quan

Creative Director: Thang Nguyen

Sr-Copywriter: Nguyen Doan Quynh Chi

Art Director: Sang Truong

Art Team: Hoang Le Nguyen Duc, Nguyen Ha Phuong Khanh

Deliverable: Key visual, TVC, Stunt, IMC Plan

My Scope of Work: Art Direction, Quality Check for Production, Design Artwork, Ideation.

The challenge was to make a nutrition benefit feel simple, emotional, and memorable. For NUVI Grow Height, we turned the idea of “absorption” into a visual metaphor: a key that unlocks a child’s growth potential.

From an art direction perspective, the film needed to avoid looking overly clinical or too fantasy-driven. The goal was to create a world that feels polished but still relatable: a space where the product benefit can be seen, felt, and remembered. The “key to absorption” becomes more than a line.

It becomes the visual logic of the whole film, guiding the audience from problem to solution, from care to confidence, from nutrition to growth.

Creative Concept
Absorption Key

In every child lies a growth potential waiting to be unlocked. NuVi Grow Height, powered by Calci Milk nutrition, becomes the key that helps parents unlock their child’s height growth during the golden development years.

Turning a functional nutrition benefit into a visual metaphor of growth, where absorption becomes the key to unlocking a child’s potential.

Revamp Packaging
Key Visual Idea

“Unlock Packaging Cue”
“The new pack acts as the visual key to NuVi Grow Height’s growth story, using height rulers, upward arrows, and keyhole cues to signal height development and better absorption at first glance.

“Key Visual Device”
The key visual expands the pack’s promise into a nutrition world, where Calci Milk, D3, K2 and absorption support become the unlocked foundation for children’s height growth.

Final Key Visual

Thematic Keyvisual
Key Visual Idea

“Unlock Growth Potential”
Every child holds a height potential waiting to be unlocked. In this key visual, the child’s jump becomes a metaphor for that moment of breakthrough, when the right nutrition helps release his growth momentum and lift him higher during the golden development years.

“Key Visual Device”The unlocking device transforms NuVi Grow Height’s benefit into a dynamic growth journey. From the keyhole platform to the upward arrow and height ruler, every visual cue supports the idea that Calci Sữa, D3, K2 and absorption support help unlock the foundation for children to grow taller, stronger, and more confidently.