Toshiba Việt Nam
Show Director | Viet Tu
In 2008, during its annual business review and distributor networking event, Toshiba Vietnam introduced the new LCD Regza AV500 series, building on the strong growth momentum of its LCD TV category from the previous year. Instead of organizing a conventional product launch, Toshiba opted to integrate the event with a customer appreciation concert, placing visual technology within an emotionally resonant space.
For Dream Studio, the creative challenge was to engineer a live show that successfully met the objectives of a corporate brand event while maintaining the high caliber of a professionally staged music production. Under the direction of Viet Tu and Dream Studio team, coupled with music curation by composer Huy Tuan, the program was architected as a multifaceted emotional journey: transitioning from profoundly intimate moments to vibrant, explosive highlights.
Tung Duong delivered deeply soulful vocals, while Ha Anh Tuan, Phuong Linh, and Le Quyen introduced more youthful and lyrical colors. Notably, Ho Ngoc Ha, then serving as Toshiba Vietnam's brand ambassador, appeared as a performing artist, forging a direct connection between the brand's identity and the musical program.
The project's defining highlight lay in the seamless integration of audio-visual technology with performance art. Rather than positioning the product as the sole focal point, Dream Studio utilized the language of stagecraft, visuals, audio, and lighting to construct an environment where technology could be felt through an immersive experience. This defined Dream Studio’s signature production approach during this era: executing commercial corporate events with the mindset of high-art theatrical productions.
For Dream Studio, Toshiba's Spring Concert demonstrated the ability to elevate product launch and customer appreciation objectives into a highly cultured format. Rather than solely communicating new technical specs, the program cultivated a meaningful intersection between the brand, its partners, clients, and artists through the power of music. Technology served as the conceptual starting point, while performance art became the medium to evoke emotion and craft a truly memorable brand experience.
