The Essential List: Didi Pirinyuang
Didi Pirinyuang or more fondly known as Didi is chief creative officer at VMLY&R COMMERCE Malaysia. With extensive experience spanning across a wide range of creative fields, she is known in the industry as a "creative unicorn".
Focused on strengthening VMLY&R's regional operations and with experience such as ECD at Ensemble Global Malaysia, and being a founding member of MBCS Malaysia, growing it's strength and team since the business started in 2017, Didi is a wonderful fit for VMLY&R Malaysia.
Didi loves story-time - especially other people’s - in any medium, be it literal, visual, audio, oral, sculptural, digital, personal or on skin. Kind people call this trait “voracious curiosity”. She calls it, “I just want to kepo.”
She fights it, but she’s a closet ad-romantic and has spent the last 20 years cracking briefs and creating stories for every major industry, ranging from FMCGs (Coke, L’Oreal, Wipro Unza), F&B (KFC, Pizza Hut), telcos (Maxis, DiGi), O&G (Shell, PETRONAS) and everything in between. Every new brief to her is a new opportunity to learn new things.
She was named Campaign Asia’s 40 Under 40 in 2020, ranked 3rd as Campaign Asia’s Top Creatives in Malaysia in 2021 and led her agency to Gold Creative Agency of the Year in 2022. She has also picked up Grand Prixes at Spikes, WARC and EFFIES, but remains unmoved and indifferent to industry accolades and metals, preferring instead to serve up creative excellence and effectiveness to all clients while coaching her creative teams to greatness.
Closer to her heart, she’s an advocate for mental health and has worked with Mental Health Association Malaysia as a creative consultant and volunteer.
Lifestyle
- Place of birth: Labuan
- Hometown: Bangkok
- Staycation: My Bed – eat, sleep, Netflix, repeat
- Vacation: Getting lost in dodgy alleyways anywhere in Tokyo or London
- Pet: Pickles, my very ugly, very blind chiweenie
- Place of work: Outdoors
- Place of workout: Any place with a heavy bar and plates
- Side project: Crystal Hunting and Delayed Art Projects
- Mode of transport: Grab
- Bonus travel essential: NEW TATTOOS
Culture
- Artist: Yuko Shimizu, Sailor Jerry
- Musician: Deafhaven
- Commercials / music video director: Spike Jonze
- Film director: Quentin Tarantino, Michel Gondry
- Photographer: Jerry Hsu (@internetfamous)
- Film: Grease
- Series: Breaking Bad
- Commercial: Long Long Man by Sakeru Gummy
- Video game: Elden Ring
- Board game: Scrabble
- Book: Trainspotting, Irvine Welsh
- Graphic novel: Fragments of Horror, Junji Ito
- Podcast: Huberman Labs
- Magazine: DAZED AND CONFUSED
Food and Drink
- Breakfast: French Toast
- Restaurant: Feeka Coffee
- Working lunch: What is lunch???
- Signature dish: Lemon Miso Burnt Butter pasta
- Snack: PopCorners
- Guilty pleasure: Haribo Gummy Bears
- Bar: JungleBird KL
- Booze: Whisky
- Not booze: COFFEE, COFFEE, COFFEE
- Bonus food: Hot pot
- Bonus beverage: Sake Highballs
Kit
- Phone: iPhone X
- Computer: MacBook pro
- TV: Some Samsung I think
- Headphones: Air pods pro 2
- Pen / pencil: Artline 210 0.6 BLACK
- Where you document an idea: Notes app, Moleskine
- Casual clothing: Monki
- Smart clothing: COS
- Footwear: ALL THE BOOTS!
- Collection: Rocks and Minerals
- App: Reddit
- Favourite social media feed: r/mineralgore, r/ffacirclejerk
- Digital work tool: Notes app
- Analogue work tool: Moleskine notebook
- Morning grooming / makeup essential: Eyeliner
- Bonus kit essential: Kindle
