Interview with Anji Liu | A Multi-Disciplinary Designer Based in New York

I'm a multi-disciplinary designer based in New York, currently shaping creative solutions at Wieden+Kennedy. My design journey began with a foundation in interior design and architecture, fields where I initially honed my craft. After two years in architecture, I discovered a compelling interest in visual communication design, which led me to pursue further education.

I hold a BFA in Interior Design and an MFA in Communication Design from Pratt Institute. This diverse educational background has equipped me with a unique blend of skills, allowing me to integrate various design principles to tell engaging stories. My architectural background exposed me to various 3D software, laying a solid foundation for mastering 3D animation and visualization techniques. I am passionate about bringing together elements from my different areas of expertise to create innovative designs and tell meaningful stories.

From a young age, I was drawn to expressing my thoughts and ideas through artistic mediums. Growing up in a place where creativity was not widely encouraged, I found art to be a powerful outlet for communication. It became a way for me to let my ideas reach beyond the constraints of my immediate environment. Despite the lack of encouragement, I never stopped striving to make my voice heard through various creative forms.

This early passion has fueled my career, guiding me to continuously explore and maintain this creative energy. For me, becoming a creative was not just a choice but a necessity, as it was the most authentic way I could engage with the world and share my perspective.

I am a multi-disciplinary designer at Wieden+Kennedy New York, a position that allows me to collaborate with a variety of dynamic brands, including McDonald's, Ford, and Heinz. My role primarily involves conceptualizing and designing the visual elements for advertising campaigns, social media content, and other marketing initiatives. I am fortunate to work in an environment that not only supports but also challenges my creative skills, pushing me to innovate and think out of the box.

Alongside my role in advertising, I am also deeply involved in 3D technology and animation. Currently, I am working on several ongoing 3D animation projects, where I leverage my expertise to bring unique visual stories to life. This blend of responsibilities keeps my work exciting and fulfilling, as I continue to grow both professionally and creatively.

To me, creativity is the courage to be original and the ability to bring unexpected ideas to life. It involves a genuine expression of one's unique perspective and voice, rather than merely following established norms. Creativity requires daring to explore uncharted territories and not being afraid to fail, as each failure is merely a stepping stone to greater innovation.

To me, a creative idea or design is one that addresses an unusual problem with an unexpected and clever approach. It's not just about the novelty of the solution, but more significantly, about the perspective and thought process that led to it. As a creative professional, the way we perceive and approach problems is crucial.

My creative process begins with the foundational act of sketching and doodling. This initial stage is crucial as it allows me to freely express all my thoughts and ideas on paper without the fear of losing any fleeting inspiration. Alongside visual brainstorming, I place significant emphasis on writing to capture the emotions and moods evoked by the subject matter of the project.

I believe that understanding and articulating these emotional responses is essential; they serve as the fuel that drives the entire creative engine. From these emotional and visual beginnings, I then delve deeper into research and development, always keeping those initial sparks as guiding lights. This approach helps ensure that the final output is not only innovative and relevant but also emotionally resonant with the audience. It's a dynamic process of constant iteration, where each step builds upon the previous one, eventually leading to a cohesive and impactful design solution.

My favorite part of the creative process is the mental wrestling that occurs throughout. This phase is characterized by a series of dilemmas and debates, either with myself or with others from whom I seek different perspectives. The creative journey is inherently filled with these conflicts.

My creative style is defined by its boldness and audacity. I strive to create work that is not only visually striking but also fearless in its approach to subject matter. I am drawn to themes and ideas that are often avoided or considered taboo, preferring to tackle issues that others may shy away from but silently acknowledge. This inclination towards provocative topics serves as a powerful tool in shaping my unique voice as a creative.

I believe that addressing such contentious subjects not only challenges societal norms but also sparks meaningful conversations. This approach allows me to push boundaries and explore new creative territories. It's through this fearless engagement with challenging themes that I find my work most impactful and rewarding. In essence, my style is not just about being visually compelling; it's about making a statement and engaging viewers on a deeper level.

Absolutely, my diverse cultural background has significantly shaped my creativity. I was born and raised in Shanghai, China, spent my formative high school years amidst the rich Maori culture in Rotorua, New Zealand, and I have been living in New York for most of my adult life

Winning the 2024 MUSE Creative Awards is an incredible honor for me. Being recognized by such a prestigious institution in the industry not only elevates our work but also significantly boosts my career. I am particularly thrilled that the winning project was my 3D animation series.

The winning work, titled 'SCARS,' is an animation series that I created earlier this year. It explores the profound themes of personal history and identity through the lens of my own tattoos, which I view as scars.

The greatest challenge in creating the 'SCARS' animation series was mastering the technical aspects, given my background as a self-taught 3D animator. I had a precise vision for the aesthetic and every shot of the project, which set a high standard for the final output. The real task was translating this vision into a tangible form that met my expectations for quality. This involved integrating various new technologies and learning them from scratch.

Winning the 2024 MUSE Creative Awards has been a transformative experience for both my career and my practice. This level of recognition not only boosted my confidence but also affirmed the path I've chosen in the creative industry. Being honored with such a prestigious award has reinforced that my approach and hard work are on the right track. It's incredibly rewarding to see the dedication and innovation that I've poured into my projects acknowledged on such a significant platform.

Moreover, this accolade has opened new doors for me, enhancing my visibility in the industry and leading to more opportunities to collaborate with other talented creatives and major brands. It has encouraged me to continue pushing the boundaries of what I can achieve with my work, constantly striving for innovation and excellence. Ultimately, the award has not just been a milestone but a catalyst for further growth and exploration in my creative journey.

Dynamic nature, the collaborative environment within the creative industry, and the industry's capacity to influence and inspire.

Over the next 5-10 years, I see the creative industry undergoing significant transformations, particularly through the integration of novel technologies. The craftsmanship aspect of our work is poised to be revolutionized as these technologies evolve at an unprecedented pace. Tools such as AI, augmented reality, and advanced 3D modeling will become even more integral to the creative process, offering new ways to design, visualize, and execute projects.

As these technologies become more accessible, they will redefine what's possible within our industry, pushing the boundaries of creativity and efficiency. However, the true potential of these advancements will depend on how they are utilized. It will be crucial for creatives to not only master these tools but also to use them responsibly and ethically, ensuring that technology enhances rather than diminishes the human element of creativity.

Ultimately, I believe the future of our industry will hinge on balancing these powerful technologies with the irreplaceable value of human insight and creativity. This will not only ensure the relevance of our industry but also its continued impact and innovation.

If you're a student entering the creative industry or considering submitting to the MUSE Creative Awards, my foremost piece of advice is to embrace both learning and experimentation wholeheartedly. The creative field thrives on innovation and uniqueness, so developing a distinct voice and vision is crucial. Dive deep into learning not only the foundational skills but also emerging technologies and trends that can set your work apart.