Interview with Seine Kongruangkit and Matithorn Prachuabmoh Chaimoungkalo, Advertising Student & Freelance Copywriter of Miami Ad School Europe, Germany

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Seine Kongruangkit and Matithorn Prachuabmoh Chaimoungkalo

With a creative mind and an eye for great ideas, both Seine and Brave (Matithorn) work together to imagine, create and connect things together for original ideas.



Interview with the 2020 MUSE Creative Awards Winner - Seine Kongruangkit and Matithorn Prachuabmoh Chaimoungkalo

1Please give us a brief bio of yourself and your creative background.

Hi my name is Seine, I’m an art director originally born in Bangkok but currently studying at Miami Ad School Berlin.

Hey I’m Brave (Matithorn), a creative strategist / copywriter based in Bangkok.

2What made you become/why did you choose to become a creative?

Seine: Advertising is a combination of everything I’ve been loving to do from animation, sound design to Illustrations. Working as a creative in advertising means I’ll get to do everything at the same time and get paid for it.

Brave: My dad’s an ECD at Leo Burnett Thailand, so I secretly think it runs in the family.

3Tell us more about your business/company, job profile, and what you do.

Seine: I’m studying art direction, portfolio program at Miami ad school and still have 1 year left before I graduate.

Brave: I finished MASE in March and is setting up my own shop in Bangkok with a couple of friends in the field, be sure to check “Brains & Brawn” out in a couple of months from now.

4What does “creativity” mean to you?

Seine: Being able to imagine, create and connect things together for an original creative results.

Brave: The black matter in your head that wouldn’t let you sleep at night.

5To you, what makes a “creative” idea and/or design?

Seine: Idea that can solve problem even with small budget and has impact on brands/ clients.

Brave: When something is original and relevant.

6Tell us about your creative and/or design process.

Seine: Research, Research, Research, Ideate, Execute.

Brave: Pretty much the same, with maybe a couple of drinks in between?

7What's your favorite part of the creative process and why?

Seine: The execution part because it’s the part where we make it happen.

Brave: It might not be included in the creative process, but I love the moment I see a piece go on-air the most.

8Describe your creative style and its main characteristics.

Simple yet sexy.

9Do you think your country and its cultural heritage has an impact on your creativity process?

Definitely. It makes me look at the world differently from the others and Thai advertising has always inspired me in a way that no other advertising can.

10Congratulations! As the winner of the 2020 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?

Seine: It’s a concrete validation that someone out there really sees and trusts my potential.

Brave: It’s an honour, but tomorrow is hard work as usual.

11Can you explain a bit about the winning work you entered into the 2020 MUSE Creative Awards, and why you chose to enter this project?

#StayTheFuckHome is the most effective way to stop the spreading of COVID-19, but some people think it is okay to go out and chill. To make people think twice about that, we decided to put up billboards filled with spoilers from Netflix Originals series in gathering spaces. Because if the virus doesn’t stop you from going out, the spoilers will.

We chose to enter this project because we really believe in a campaign that is simple yet smart and hopefully it will continue to inspire others.

12What was the biggest challenge with this project?

The real inspiration for this project was from the irony that people shouldn't see billboard ads during this time because those are Out of Home medium. The biggest challenge for us at first was to actually make it happen.

13How has winning an Award developed your practice/career?

Seine: Winning this award means someone giving me green light for me to continue working on achieving my goal, It ensures me that I have chosen the right path and should keep practicing to become even better.

Brave: It’s a morale boost really, we spent two years torturing ourselves and it’s actually working out.

14What are your top three (3) favorite things about our industry?

- Having a chance to bring weird ideas to reality

- Get to work with different clients / different briefs everyday

- I can drink at work

15What makes your country specifically unique in the creative industry?

Seine: Thai advertising is always known for the dynamic ranging from tearjerking emerging try-not-to-cry challenges to world-widely viral funny ads. Working in advertising field is a dream for any creatives in Thailand.

Brave: Thais are usually very articulate and artistic which reflects strongly on our creative work.

16Where do you see the evolution of creative industry going over the next 5-10 years?

Clients will care more about their conversion rates and ROIs than ever, so creative work will sadly become a second priority to some marketers. Creatives would have to adapt and be a bit more sale-oriented.

17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

We were students when we entered this awards. So I guess our best advice is “do your best and leave the rest to the judges.”

18What resources would you recommend to someone who wants to improve their skills in the creative industry?

adsoftheworld.com, watch a lot of previous campaigns no matter good or bad and also lovethework.com.

If you’re a complete newbie, check out deckofbrilliance.com.

19Tell us something you have never told anyone else.

Seine: When people ask “How are you” I don’t really know.

20Who has inspired you in your life and why?

Seine: Pum Lefebure, The founder of Design Army studio. I really like her work style, she’s a very inspiring woman and most importantly, she’s Thai. Brave: My Mom and Dad are my biggest inspiration in both life and work. Sometimes I wished I would just 50-50 take after their personalities and work ethics.

21What is your key to success? Any parting words of wisdom?

Seine: Hold on to high hopes.

Brave: Always be the underdog.

22Do you have anything else you would like to add to the interview?

Don’t forget to wash your hands, guys!



Winning Entries

The Spoiler Billboard | 2020

The Spoiler Billboard | MUSE Creative Awards

Social distancing helps decrease the spreading of COVID-19 drastically. That is why #StayTheFuckHome is a thing. But some people think it...
(read more at MUSE Creative Awards)

Hypergiant Industries

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