| In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured? |
Name: Halo Cheng
Places lived/worked: Hong Kong
Pronouns: She/her
CV:
- Groupe creative director, Publicis Groupe Hong Kong, (June 2018-present)
- Creative director, The Gate Hong Kong, (Jan 2013-June 2018)
- Associate creative director, DDB Hong Kong, (Sept 2011-Dec 2013)
- Senior writer, Grey Group Hong Kong, (Jan 2008-Sept 2011)
- Senior writer, Ogilvy Hong Kong, (Sept 2007-Dec 2007)
- Writer, Leo (formerly Burnett), Hong Kong, (Aug 2004-Sept 2007)
1. How did you end up being a creative?
I needed an escape from my business major, so I took a minor in something completely unrelated to numbers, journalism. Unexpectedly, I did really well in it and got recommended for an advertising school program. That led to my first direct placement at Leo Hong Kong.
2. What's your favourite piece of work in your portfolio?
I’m lucky that my favourite piece is also my most recent work. I'm working with a client I truly love and it’s a project that made my hometown proud. We had the idea of recreating Cathay’s infamous landings at the former Kai Tak airport. This meant Cathay had to establish a temporary restricted flying zone in and around Victoria Harbour. We had to work closely with the government departments. Our team had no experience in live broadcasting on such a scale, and we couldn’t afford to make any mistakes; that's why we needed multiple plans to cover all possible situations.
3. What's your favourite piece of work created by someone else?
My recent favourite is 'The Final Copy of Ilon Specht'. Purely powerful.
4. What's the craziest thing you've ever done?
Following G-Dragon’s world tours. Now I have done five. Tokyo twice, Osaka, Hong Kong, Paris, and more.
5. Who's on your dream dinner guest list?
Hitchcock—he’s my all-time favourite director. Agatha Christie, her novels are the only real book collection I still keep on the shelf after I switched to e-books. G-Dragon, as I couldn’t miss the chance to channel my fan girl passion. Toto Wolff, so I can listen to some raw and real Drive to Survive stories, and Sci-Fi author Ni Kuang, one of the most interesting brains from Hong Kong.
South Korean singer-soingwriter G-Dragon.
6. Who is/was the most important person in your life?
My Chinese teacher was the one who unlocked my talent for Chinese literature. If you want to dive into modern Chinese poetry, start with Hong Kong lyricist Albert Leung. He’s like your poetic VIP pass to the world of Chinese modern literature.
7. What career did you think you'd have when you were a kid?
Probably journalism, as I’ve always loved storytelling and believe words pack a punch. Starting as a copywriter felt like a dream job, but with one big perk: I get to let my imagination run wild, rather than just report the facts!
8. What advice would you give to a 10-year-old you, if you could?
Smartphones are coming—go bond with your friends face-to-face.
9. Tell us about an artist (any medium) that we've probably never heard of.
Shannam is a miniature artist. My favourite work of hers is the Mini-tribute Series. I’m still waiting on my 'Fight Club' piece to arrive!
10. What app could you absolutely not live without?
WhatsApp. I am an introvert face-to-face but an extrovert behind the keyboard; it frees my mind.
11. Do you have a nickname?
I do. Part of my Chinese name sounds like a smile. I love that it lifts everyone’s mood when they say it.
