1Please give us a brief bio of yourself and your creative background.
My name is Jing Wu and I am a Creative Director and designer who has worked in Shanghai, London and Berlin. I combine both global outlook and local insight to provide single-minded and problem-solving creative solution.
I developed my career mostly in creative agencies such as DDB, Neo@Ogilvy, and TBWAMedia Arts Lab. Apart from that, I have also created self-initiated projects that involves art creation and illustration. I pursued a Master's degree in Graphic Design at the London College of Communication.
2What made you become/why did you choose to become a creative?
I genuinely enjoy the process of creating stuffs - from doodling on a piece of paper to creating something tangible, surprising and something potentially makes a difference in life.
3Tell us more about your business/company, job profile, and what you do.
For my day job, I strive to create beautiful works for clients to communicate their products or service. After work, I try to create interesting projects to express myself as a creator.
4What does “creativity” mean to you?
The ability to see the unusual out of the usual and turn it from 0 to 10. Creativity requires more practice than talent.
5To you, what makes a “creative” idea and/or design?
An idea is a simple and unexpected logic. It makes sense and works but in an interesting or unexpected way.
6Tell us about your creative and/or design process.
I spend 30% of my time learning – to dive into the limitations and boundaries (almost like a brief) and 30% of my time to find an idea that works. Then, I spend the rest of the time to realize the idea and polish it to every possible detail.
7What's your favorite part of the creative process and why?
My favorite part would be the moment when I see the first prototype or mock-up! It is time for the verdict, the time where I will find out if I would have to redo or polish it into something more satisfying. It's full of surprises!
8Describe your creative style and its main characteristics.
Ever-changing, simple, straightforward and playful.
9Do you think your country and its cultural heritage has an impact on your creativity process?
I wholeheartedly believe so! I was born and raised in Shanghai which is a combination of a fast developing metropolitan with traditional Chinese cultures. To me it is the cross point of China and the world outside China, the past and the present.
10Congratulations! As the winner of the 2022 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Winning a silver is a great beginning, hopefully I can go further in the future!
11Can you explain a bit about the winning work you entered into the 2022 MUSE Creative Awards, and why you chose to enter this project?
Inspired by the 12 Zodiac Animals, this series reinterprets the animals as living creatures with a free spirit and soul. The artworks discuss how the animals can break out of the conventional definition by human and to adventure new paths in their own metaverse. This NFT collection has a unique style that combines free-hand sketch with algorithm-based digital graphics.
12What was the biggest challenge with this project?
The biggest challenge would be how to re-imagine the animals with a modern and fresh twist, and to illustrate a universe that doesn't exist for the animals.
13How has winning an Award developed your practice/career?
I'm currently working on compiling a book featuring the winning entries, where I can acknowledge both the illustrations and the concepts behind them as award-winning. This endeavor motivates me to push my creative boundaries even more.
14What are your top three (3) favorite things about our industry?
Amazing works, cool (also weird) people, and a sense of purpose (that is to keep creating).
15What makes your country specifically, unique in the creative industry?
China is a big and fast developing market which offers many opportunities for designers to hone their skills and advance their careers.
16Where do you see the evolution of creative industry going over the next 5-10 years?
Whenever the media landscape changes, the creative industry changes too. We have experienced the journey from traditional media like print, outdoor and broadcasting to digital world to social media, now we are heading to the Metaverse. We will see a big revolution on how creatives and designers learn and create. But there is something that did not change - design will always serve around people's needs.
17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
Keep an open-mind to things and stay dedicated in pushing forward.
18What resources would you recommend to someone who wants to improve their skills in the creative industry?
Use smartphones smartly, take photos of interesting stuffs or save from social media and websites. Take short online courses which are very convenient for everybody to use to learn!
19Tell us something you have never told anyone else.
I actually never wanted to work in creative/advertising agency!
20Who has inspired you in your life and why?
21What is your key to success? Any parting words of wisdom?
Staying receptive and keep working towards my goals.
22Do you have anything else you would like to add to the interview?
Thank you for awarding the Silver MUSE Creative Awards to me! I could not be any happier with this amazing achievement.