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5 minutes with... in association withAdobe Firefly
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5 Minutes with… Jesse Wong

01/02/2023
Advertising Agency
Seoul, South Korea
454
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Cheil Worldwide’s global creative director talks about how cultural immersion has shaped her worldview and creative approach in spinning positive messages


Jesse Wong is a creative and a storyteller whose realms of inspirations span from Canada to Hong Kong SAR and China, and from Bangkok to Seoul.

 

Over the years, Jesse has produced multiple global branding campaigns and award-winning work. Her global experience extends to her recognition on international awards stages such as  Cannes Lions, New York Festivals, D&AD, Clios, Spikes Asia, AdFest, and more. 

 

Her voracious appetite for new knowledge has given her a wealth of influences from which to draw upon, adding value to her work by infusing ideas with richly textured insights. She’s also an alumni of the Berlin School of Creative Leadership, and is ranked 7th most awarded creative in Thailand and named Adweek’s "Creative 100” (2022).

 

 

LBB> How did you get into advertising and what inspires you about it?

Jesse> To be honest, it never crossed my mind to get into advertising. While I was studying philosophy and mass communication in Toronto Canada, I always had my sight set on becoming a journalist. And then one day, I realised the Cantonese phrase for ‘advertising’ literally translates to ‘mass communication’. 

From there, I started learning more and more about the industry and realised how powerful a platform that could be. A platform that can shape culture. I kind of fell into it and have loved it ever since. And that’s also helped shape my path, I think, traveling around the world and working in different environments. Getting to immerse in different cultures and being able to work on amazingly diverse projects in so many countries is a blessing.

 

 

LBB> What or who is your creative muse?

Jesse> All the little things in life. The tiny moments… and all the people in those moments. Friends, family, acquaintances… people’s actions, emotions and reactions to different things. The ‘muse’ comes from being observant and being able to read, internalise and translate the bits and pieces to a creative execution that resonates. And also, Quentin Tarantino.

 

 

LBB> What social causes or issues move you? How do you make a difference?

Jesse> What’s more fascinating/moving than the human mind? I’ve heard so many inspiring stories about how people emerge stronger from devastating mental health struggles. It’s been reassuring to see many more of these health issues addressed and de-stigmatised in mass media in recent years.

 I try to inject positive messages like that in my work, to make people think about life. Think about how in difficult times, we can still keep moving on. It’d be naive to say we can tell people how or what to think, but when you’re working with platforms on such a vast scale, it’s our responsibility to help create and help shape an environment for positive conversations.

 

 

LBB> Do you have any interesting personal projects / ventures that you would like to share?

Jesse> I don’t have any personal project. All because my day-to-day job is interesting enough for me. So, to make each work project better, I try to read more, write more, watch more movies, listen more. It’s a never-ending task, to learn from all the creative masters and applying those learnings to what I do.

 

 

LBB> What are the biggest career challenges you have faced and have come out much better from it?

Jesse> It’s literally our job to solve problems with creativity, so challenges are just a part of it. What I categorise as ‘external’ challenges like timing, budget, restrictions… are all just part of the process. For me, the biggest challenges are always the ‘internal’ ones that I impose on myself. The constant fear of not being knowledgeable enough, not being creative enough, not producing work that’s good enough… I’d say that struggle never goes away, but I’ve learnt how to deal with it better. By gathering more information. By taking that fear and channelling it into pushing the work further.

 

 

LBB> What’s on your dream list of projects that you would like to work on?

Jesse> I would love to work on projects that creatively, technologically, communicatively shed light and make a difference to various health issues.

 

 

LBB> What are the projects that have pushed you to improve?

Jesse> Every single one. Every project pushes me to improve. As a creative, you’re always looking back and thinking, ‘oh I wish I did that’ ‘that part could’ve been better’ ‘this is probably a better line…’. Always a bit self-conscious. It’s a good thing though. Being unsure pushes you to dig deeper, look at the problem from more angles. That state of mind is what pushes the work forward. So, I’d like to think every project pushes me to improve.


 

LBB> What are the creative trends you have observed that are significant to your work?

Jesse> A.I. The possibilities are endless, because there’s so much we don’t know about it yet. It would be interesting to see what we can do with it and what new creative horizons can be reached.

 

LBB> What are the top industry changes that you wish to see happening in 2023?

Jesse> More in-person brand experience. Now that the pandemic is (almost?) over. I would love to see more meaningful, and moving, interactions between brands and consumers.

 

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