20/05/2026
[SHARINGS] HOW ON-SET TURNED A REGULAR INTERVIEW INTO AN EMOTIONAL VIDEO THAT CAN RESONATED WITH +200 PEOPLE IN THE VINUNI SCHOLARSHIP CEREMONY?
(Tiếng Việt ở phần bình luận)
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That was the question On-set asked ourselves when we received the screening video project for the VinUni Talent Scholarship Honors Ceremony 2026.
The client brief was simple: “Make an interview video emotional enough to genuinely move the audience at the opening ceremony”. But - a parent interview can easily feel safe, predictable, and flat. So instead of answering the brief with the obvious, On-set started with a deeper question - what do parents and students actually share in this moment?
① Pre-production stage:
Students at a scholarship ceremony will probably feel excited, proud, and more than ready for what's next. However, their parents carry something else alongside the joy - worries. Worry about their kids leaving home for the first time, learning to be independent, and learning to take care of themselves.
And that invisible tension between pride and worry became our Emotional core that we want to highlight, and embrace!
With that insight, we decided to build the concept around "things parents have never told their children" - and to make things more “special”, On-set added one plot twist: the students would sit hidden behind their parents and listen to the entire conversation, completely unbeknownst to them.
② Production stage:
Ideas ready, Set-up ready, but to make parents feel comfortable enough to open up, our On-set director - Mr. Trần Việt didn't want to ask the question normally as an interviewer, instead, he simply just had a conversation and made it like a child talking to their own parents. The goal wasn't polished answers - the goal was to have honest ones.
Then came the pivotal moment. When the director asked: "If your child were sitting here right now - what would you want to say to them?". That was the signal. As parents finished answering, the students quietly walked in. Everything was timed to protect that exact moment - emotions on both sides, completely unguarded and at that moment, On-set knew that we had succeeded in bringing our ideal to life.
③ Post-production stage:
Pre-production down, Production down, what else?
Now we came to the final challenge: How to transition the audience emotionally from the cheerful atmosphere of the scholarship ceremony into deeper and more emotional moments without making it feel forced or abrupt.
Therefore, On-set used one question as the transition bridge: “What if your child had not received the scholarship?” as the emotional turning point of the entire video, since it was a question that resonated deeply with many parents and students in the auditorium.
From there, it landed gently on everyone in the room, the video's rhythm eased from celebratory into reflective - and the audience followed without realizing they'd been guided there.
In the end, for this project, , On-set doesn't chase emotion through dramatic stories or staged moments. We find it in familiarity - in the things an audience already feels, but hasn't been given space to name.
That's how On-set tells stories!
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Client: Office of Admissions, VinUniversity
Production House: On-Set
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Contact us:
| Gmail: [email protected]
| Phone: (+84) 94 411 86 07 - Mr. Viet
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