BUV Students Explore Creative Design with the Visual Team behind Billie Eilish, The Weeknd, and MCK

School of Communications and Creative Industries at British University Vietnam (BUV) has recently welcomed Fustic.Studio for a hands-on workshop, giving students fresh, innovative perspectives on today’s most exciting cross-disciplinary creative trends. 

Exploring Interdisciplinary Creative Trends 

Vietnam’s creative-design sector is booming, fuelled by the convergence of fine art, technology and data science. Employers now look beyond traditional graphic artists, favouring multi-skilled professionals who can combine visual design, motion programming and immersive digital experiences. Artificial intelligence (AI), 3D imagery and virtual reality (VR) are rapidly reshaping the landscape, creating new avenues for young Vietnamese creatives to shine on the global stage. 

To help students grasp these market trends, School of Communication and Creative Industries at BUV organized a workshop with Fustic.Studio, an interdisciplinary creative house renowned for its collaborations with leading international brands. The studio’s striking visuals have backed artists both at home and abroad, from MCK and Touliver to The Weeknd, Bad Bunny and Grammy-winner Billie Eilish.  

Projects such as Voice Gems and Re.Imagine show how Fustic.Studio blends art with the latest tech, turning bold ideas into vivid, multi-sensory experiences that audiences can see, hear and feel.  

Breaking the Boundaries of Traditional Art 

With an unrelenting creative spirit, Fustic.Studio invited BUV students to see artistic expression through an entirely new lens, showcasing projects that fuse imagination with frontier technology. The studio’s headline initiative, Re.Imagine, staged Vietnam’s first classical-music series to intertwine orchestral soundscapes with live, interactive visuals generated in real time. 

Nam Lê, Co-Founder of Fustic.Studio (middle) sharing about the project  

The ambition behind Re.Imagine is to reinvent the classical-music experience, shattering long-held conventions so a genre often viewed as niche becomes both accessible and emotionally resonant for wider audiences. 

“This is the first classical music concert in Vietnam to utilize real-time technology and live generative systems on stage,” said Nam Lê, co-founder of Fustic.Studio.  

Fustic.Studio’s insights provided BUV students with a deeper understanding of how real-time technology can be integrated into performing arts, effectively bridging the gap between artists and audiences. 

Re.Imagine is the first creative classical music event in Vietnam that blends technology and traditional performances 

Beyond Re.Imagine, BUV students were also inspired by their “Đủ” project, an interactive visual exhibition created in collaboration with Sun Life, which attracted over 10,000 visitors in just five days. Starting with the thought-provoking question, “What does it mean to feel enough?”, the exhibition guided visitors through four experiential spaces featuring 13 artworks by 27 different artists. Light, visuals, and sound dynamically transformed, with the audience’s emotions becoming the core material of the exhibition. 

Reflecting on these successes, Nam Lê, co-founder of Fustic.Studio, emphasized, “Without an audience, our art would not exist.” Despite variations in format, technology, or theme, all of the studio’s projects aim to deliver emotionally rich experiences that blur the boundaries between the digital and physical, as well as between humans and technology.  

Doãn Hải, co-founder and Creative Director of Fustic.Studio, also advised aspiring creative designers to maintain a multidimensional perspective to avoid falling into conventional patterns. 

Sustainable Creativity Demands a Practical Perspective 

Sharing insights on the market, Doãn Hải, co-founder and Creative Director of Fustic.Studio, remarked: “In Vietnam, most brands still adhere to traditional marketing, so only a few dare to embrace innovative projects like ours. That’s both a challenge and a great opportunity. We have to keep learning new skills and help the industry see how creative art can shape the future.” He’s confident that, as Vietnam’s economy continues to grow, the horizon for young creatives will only widen. 

The Fustic team also detailed their workflow. They start by truly listening to a client’s story and cultural background, asking plenty of “why” and “what if” questions. In pre-production, ideas are sketched out and checked for technical and budget fit. Production often means late-night working, building prototypes and polishing every detail. The final installation is the toughest stage, when artists, agencies and event crews work in perfect sync to bring the artwork to life. 

Fustic.Studio team engaging with BUV Students at the workshop 

Phan Anh, a graduate of the Contemporary Creative Practices (CCP) programme at BUV and now a key member of Fustic.Studio, shared: “During my time at BUV, I acquired a diverse range of skills, from technical expertise to soft skills, which helped me build a strong portfolio that impressed employers. The open and encouraging learning environment at BUV gave me the freedom to express myself and unleash my creativity. Looking back, I realise what I learned in the CCP programme was practical.” 

The workshop wrapped up with a lively Q&A, where students quizzed the Fustic.Studio team on everything from client briefs to creative block. Speakers stressed that sustainable creativity hinges on striking a balance between artistic ambition and commercial reality. Their advice to budding creatives: ground bold ideas in well-researched long-term plans, map out clear financial stages, and set measurable milestones to stay on track. 

By hosting hands-on sessions with leading practitioners, BUV’s School of Communications and Creative Industries continues to narrow the gap between classroom and studio. These practical insights help students craft their own creative identities and prepare for a booming sector that generates tens of thousands of jobs each year.