Interview with Heebok Lee, Creative Director of Giantstep, US

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Heebok Lee

As Creative Director of Giantstep, Heebok has meticulously crafted and visualized digital media solutions for all mediums and expanding his skills to VR, AR and the hologram industry.

GIANTSTEP | Muse Awards

Interview with the 2019 Muse Creative Awards Winner - Heebok Lee

1Can you explain a bit about the winning work you entered into the 2019 Muse Awards, and why you chose to enter this project?
This title sequence was made for OFFF Barcelona 2018, a renowned annual design conference in Barcelona, Spain. Because of the prestige we wanted to do something epic but faithful to the event.

This sequence was inspired by Marshal McLuhan's quote “The medium is the message” but was also infused with the story of Gemini from Greek mythology. We adopted the story of Gemini and interconnected it with the history of the media. The story was divided into three main parts: the twin's secret birth, brotherhood, and death/resurrection. With this as a structure we paralleled the story with the advancement in media – letterpress printing, broadcast transmutation, and the computer/AI world. We wanted to enter this for a Muse Creative Awards because Muse celebrates the creativity around the world and honors the professionals who are behind the creative processes. It was very natural for us to consider the award once we finished the project.
2What was the biggest challenge with this project?
The biggest challenge we had was an incredibly aggressive deadline. From the start we had around 10 weeks to finish everything from concept development, supervising the shoot to asset creation, design, animation, composite to color grading. We literally finished the work the morning of the presentation day.

An additional creative challenge was blending the two inspirational concepts in a way that felt authentic. We first laid out the development phases throughout history of the story of Gemini. Then, we had to find common factors of media, connect them, and finally visualize them.
3How has winning an Award developed your practice/career?

It was a great promotion to our client for sure. But it also gave them confidence in our ability and unending expectation for the highest quality. Another plus, it’s always very rewarding at the end of a passion project to have those creative and technical efforts be recognized by our peers.
4If you were a student entering this industry or an aspiring Muse Award submitter, what advice would you give them?
I encourage students to explore as many areas as possible. It all becomes the source of creativity in the future. From my experience, I’ve found literature to be a great source for my inspiration. How people use metaphor in poetry, this especially helps me learn how to visualize something abstract but make it tangible, and relatable so as to maximize the emotional impact.
5What is your key to success? Any parting words of wisdom?
I believe our studio, Giantstep, has been very successful due to its work ethic: Though we have very high standards for excellence, we treat our team members and clients with honesty and fairness. We have endeavored to create an environment where we support and respect each other, because we believe each project can be successful only if the people involved bring the requisite dedication.
6Do you have anything else you would like to add to the interview?
Thank you so much for giving us the chance to share our work and thoughts.

Winning Entries

GEMINI | 2019

This sequence is about McLuhan's famous quote "The medium is the message" infused with Greek mythology, Gemini... (read more)


Giantstep is a creative studio that provides digital media solutions for films, commercials, music videos, TV and more recently VR, AR and hologram.