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Identify: Charlene Chua
Origin: Singapore
Locations lived/labored: Singapore and Hong Kong
Pronouns: She/her
CV:
Inventive director, BBH, Singapore, 2017 to presentSenior copywriter, DDB, Singapore, 2013 to 2016Associate artistic director, JWT, Hong Kong, 2011 to 2012Senior copywriter, Y&R, Hong Kong, 2010Copywriter, DDB, Singapore, 2009 to 2010
1. How did you find yourself being a artistic?
At college, I flirted with theatre, trend and journalism. Then, I received an internship at a design company and there I used to be: In awe of the creatives who received paid to come back in, have enjoyable and make references to motion pictures they watch and music they love. After commencement, I landed my first promoting gig as a senior account government. I used to be so unhealthy at it (I missed an advert purchase and the paper ran a clean advert) the manager artistic director (ECD) allowed me to attempt engaged on artistic briefs. I constructed my e-book with a mixture of portfolio college and actual briefs, however what gave me the boldness to lastly make the transition was once I scripted, storyboarded and pitched a enjoyable business for a collagen drink product. We ended up making that loopy TV business, and that was the fairy story begin to my copywriting profession.
2. What’s your favorite piece of labor in your portfolio?
Proper now it’s “Extra Wow Than Ever”, a marketing campaign for Samsung’s flagship TV. It was a mission of many firsts: First shoot with a dwell animal as key expertise, first marketing campaign for Samsung Life-style TVs with an enormous world buyout, and my first time capturing in an enormous film backlot. It’s additionally a traditional BBH group achievement repping Singapore to the world, so I’m very happy with it.
3. What’s your favorite piece of labor created by another person?
A boy jogs down a highway to a voiceover about discovering greatness. Nike has made so many influential campaigns, however that spot for “Discover Your Greatness” is iconic. A masterclass in restrained simplicity, casting and the ability of sudden imagery in opposition to rigorously chosen phrases. Going additional again in time, “Actual Males of Genius” for Budweiser, I believe, must be my all-time favorite radio marketing campaign. It may nonetheless stand in the present day as your typical irreverent beer concept. However what made the parody so recent then, was how severe the music was. Dave Bickler! The gospel backup! I may play it once more in the present day and nonetheless have an excellent chuckle.
4. What/who’re your artistic influences?
Journey at all times invigorates. Discovering people who find themselves nerdy about and dedicated to area of interest issues like mushrooms and Japanese woodworking can also be fascinating. Lastly, I’d say my kids usually college me in seeing the world with out baggage and thru recent angles. Their uncooked and unfiltered human experiences are very inspiring and humbling.
5. What sort of scholar have been you?
A bit arduous to outline. My report books put me down as well mannered and compliant. But, I’ve wealthy reminiscences of being punished by academics and at one time, even getting suspended. I’m proud that opposite to my dad and mom’ and academics’ expectations nonetheless, I excelled in exams.
6. What profession did you suppose you’d have whenever you have been a child?
I had desires of being an architect and creating evocative areas. So as to not wallow in regrets, I inform myself I’ve landed in a profession that isn’t too removed from that fantasy. I nonetheless attempt to evoke feelings in folks. And at its finest, promoting can outline tradition.
7. What recommendation would you give your 10-year-old self?
Don’t let adults outline your self value. Most of us don’t have any clue what we’re doing and if we do, we are sometimes terribly sad doing it.
8. Who’s in your dream dinner visitor record (useless or alive)?
Anthony Bourdain. I’m a type of individuals who misses his poetic, pained presence on the planet.
9. Do you’re employed finest below strain or when issues are calm?
I do know I develop finest once I’m proper on the sting of my present skills. Not too calm, as a result of the place can be the problem and development? However hell no to unrealistic timelines, badly managed processes and poisonous purchasers as a result of these are simply soul-sucking.
10. What actually motivates you?
I’m acutely aware that my kids who’re seven and 9 are getting older and shortly, received’t wish to spend as a lot time with me any extra. So, I’m very motivated now to be extra current and intentional with the moments we share collectively.
11. What would you do in your excellent day?
I like fantasy. Mine begins with a morning hike with clifftop views of the magnificent shoreline, breakfast by the seashore with household and canine, catch a couple of surfs, then off to a therapeutic massage. I’d be again for dinner with the household, adjourn to our storytelling bonfire by the seashore, lights out for the youngsters, and nonetheless have three hours of wind-down time to get pleasure from a house film or e-book.
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