Creative director Dao Hong Long, better known as Long Kan

After studying for years as an aspiring architect, Long Kan gave it all up to pursue his dreams of style and glamour in the advertising world.

There are many ways for a model to appear stylish and fashionable, Long says, but the best is “being yourself.”

He says the photo shoots he arranged with famous model Ho Ngoc Ha and actresses Hai Yen and Ly Nha Ky are good examples.

“The images were all based on their personalities. I’m just the one who helped them focus and show their real strengths,” Long says.

“Ha’s pictures are dynamic and striking, Yen poses modestly but is a charming and traditional beauty, while Ky’s shot are always sexy and eye-catching.”

A model’s style always comes from his or her character, he says.

“You can’t force yourself to be someone else. That affected feeling and your unnatural manners are easy to recognize.”

But Long, 29, wasn’t always at the top of the advertising world.

He first became an architect after graduating from university in 2002. Back then he was still known by his real name, Dao Hoang Long.

But Long says even as an architecture student and young architect, his real dreams had to do with the aesthetics of advertising and fashion. “I was always addicted to art.”

Destiny

A few months out of university in 2002, Long quit architecture and landed a managerial position a LK Advertising, a small firm in Ho Chi Minh City.

Long said he was lucky to steal such a job so quick, saying that the high position gave him a “princely” salary and opened several opportunities. He excelled in the ad world and became one of the company’s major contract winners. He was soon promoted to creative director.

Despite the success, he still thought about his career as an architect. He enrolled in some advanced architecture courses before he realized once and for all where his heart was. “The more I worked, the more I found that this [advertising] is really my destiny.

“If I were an architect, maybe I could be richer, but not comfortable and free like this. And my skin would surely be darker,” says Long, hinting at the long days architects spend in the sun as they oversee construction projects.

On his own

Long left LK in 2003 to begin working independently. He has since built his own trademark style, and more importantly, clients’ trust. Both Vietnamese celebrities and foreign companies come to Long for ad campaign designs.

He’s designed several successful ads for Esprit, Nokia, Mont Blanc and Motorola and has also branched out into directing concerts and fashion shows.

He directed the Dem hoi chan dai (Festival of Models) fashion show in HCMC in May. The event, held to celebrate the second anniversary of the Venus modeling agency, featured local top models like Thai Ha, Vu Thu Phuong and Vinh Thuy as well as international beauties including Miss Universe Thailand 2007 Farung Yuthithum.

“It’s hard to find such a talented and sensible artist like Long. His unique style and serious work ethic satisfy even the most demanding customers,” said media mogul Thu Huong.

In 2007, Long and his close friend, top male model Binh Minh, founded

KreaMood Event Company. The company was immediately both famous and successful, thanks in part to the two players’ big names.

But does Long feel the pressure of success and a big reputation? Yes, but he considers the pressure just another way to learn and improve himself.

“There’s always pressure, but I think when your passion is unchanged, the pressure will be your motivation for improvement,” he said. “Today is better than yesterday and not as good as tomorrow.”

And Long still says he finds time to relax.

“Sometimes it’s really great to enjoy a beautiful Sunday after weeks of hard work. It is also a way to find new inspirations and ideas,” said Long.

Reported by Kim