HK: Do you ever feel held back by com­mer­cial work?

HK Magazine - - UPFRONT -

CT: With com­mer­cial work I try to push set themes as hard as I can. When Tiger Beer told me about the con­cept of turn­ing pol­lu­tion into ink for the “Tiger Beer Air-Ink” cam­paign, it ap­pealed to me be­cause it’s so rel­e­vant to Asia. It’s re­ally cool that some­one had the idea to take dirt out of the air and make it into some­thing we can use, turn­ing it into a mes­sage: Global warm­ing is real, and the ink re­flects the amount of dirt in the air. Mak­ing a wall pretty isn’t my sole re­spon­si­bil­ity—it’s also my chance to put a mes­sage on a wall for ev­ery­one to see in their own time.

Newspapers in English

Newspapers from China

© PressReader. All rights reserved.