Up-and-comers: Jae Woo Park, Saatchi & Saatchi

We’ve given the mic to the industry’s future leaders. Jae Woo Park, a digital designer at Saatchi & Saatchi, shares his thoughts on ad land.

How did you get into advertising? What sparked your interest in getting into the industry?

My background is in graphic design, more commonly called communication design nowadays. In all honesty, advertising was never my first preference. There’s a fair bit of misconception about the work and creative approach taken between the design studio and advertising agency and I think a lot of young designers and creatives get put o one or the other. For me, I began searching for a creative ] place that could o er a greater amount of opportunities, challenges and a platform for growth. So whether starting at a big agency, small boutique studio, in-house or whatever else there is, all avenues had to be explored. Currently, I’m with Saatchi & Saatchi, who gladly were willing to take my unique thinking and skillset on board. I am enjoying the sheer scale of projects and the potential to create world-changing work. And of course, all the nice people.

What’s your favourite project you’ve worked on so far?

Working with Saatchis, I’ve had my fingers in countless pies. Fast-paced, quick turnaround, always lots on—no surprises. Of them all, I’ve particularly fancied the humorous and interactive pieces namely the Toyota Drive Happy Project and My Food Bag’s Russell the Brussel Sprout. The classic Lexus, Heineken and Chorus work have been pretty cool too. There’s heaps more exciting work in the pipeline which push the limits.

Where do you get inspiration?

As Elon Musk once said, “Well, Kanye West, obviously.”

I am inspired fairly randomly. It’s never just one certain website, or a person or thing. Inspiration tends to be a mixture of small elements that I’ve carefully observed, epiphanies and things that I’ve come to realise, and problems that I’d like to improve upon. I also think inspiration is closely knitted with one’s desire. So whatever you’re keen on, certain inspiration can be drawn around it. I seem to like sports and being active, venturing the outdoors and overseas, also staying connected with family and the new and old mates who keep me focused on what really matters.

What’s been the most challenging thing you’ve had to deal with in your role?

Most things are pretty challenging but I suppose work pressures to make impactful ideas and be able to effectively execute them. It’s the challenges that make it more rewarding

Are there any misconceptions about the industry you’d like to see busted?

I’d like to see the old school agencies make the most of certain traditional habits and adapt to the new. I think there are a few that do… and a few that don’t.

What advice would you give to those entering the industry?

Go hard. Keep grinding. Stay positive. Smile. Enjoy the ride. Do the mahi. Get the treats. Keep at it. Learn from failure. Go again. Hustle. It’s all good mate. Think different. Take it easy. Level up. Get the gains. Boom. Nothing is impossible.

This piece originally appeared in the 2019 Agency Issue of NZ Marketing magazine. Subscribe here.

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