Turning a Brand Concept into Living Stories Through Emotional Architecture
The AISG Impact
Client: American International School of Guangzhou • Creative Direction by Dux Studio • Video Production by Bax Studio
The Hook
AISG set out to launch The AISG Impact, a brand concept innately true to the school’s identity and developed by Dux Studio, showcasing how students, teachers, caregivers, and alumni transform knowledge into action. The challenge: convert that idea into an experience that feels personal, conversational, and scalable across every digital touchpoint.
The Build
Creative Direction & Brand Strategy – Dux Studio designed the storytelling framework and visual identity, ensuring every piece invited the viewer into the AISG community.
Video Partnership – Bax Studio brought cinematic craft and a documentarian’s eye, capturing real moments that make the audience feel present.
Together, we created a micro-story architecture, a hero film and eight Community Voices segments, each built around a clear Hook → Build → Resolution arc.
The Approach
Key creative pillars:
People at the Heart – Stakeholders spoke directly to the camera, sharing unscripted reflections.
Guided, Not Scripted – Light directional cues kept stories sharp while preserving authenticity.
Immersive & Inviting – Viewers walked the hallways, entered classrooms, and shared in small but powerful moments.
Music as Emotional Architecture – A carefully chosen soundtrack underscores each act, shaping tension, lift, and release so that feeling drives memory.
What Have We Noticed?
Early feedback underscores the series’ emotional impact and cross-platform agility, illustrating how effortlessly the micro-stories extend into campaigns, events, and segmented social platforms, demonstrating that even brief content can sustain a complete narrative arc.
What We Know So Far?
Story First Short videos only land when the story drives the edit. Think three-act arc, set-up, tension, and resolution, amplified by sound design and purposeful pacing.
Evergreen Value This isn’t a one-off campaign. Each clip is an evolving brand asset, growing alongside AISG’s community and ready to be remixed for future moments.
Collaborative Creativity Strategy by Dux and production by Bax worked in lockstep, turning a shared vision into seamless execution for AISG.