| 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: Nutchanun Chiaphanumas
Origin: Bangkok, Thailand
Places lived/worked: Bangkok, Thailand
Pronouns: He/him
CV:
- Executive Creative Director, We Are Social Thailand, 2024–present
- Executive Creative Director, Edelman, 2023–2024
- Creative Director / Thai Creative Lead, Media.Monks, 2021–2023
- Founder / Creative Chairman, MAGIC BEAM, 2017–2020
- Executive Creative Director, Dentsu Media Thailand, 2014–2017
- Group Creative Director, Ogilvy & Mather Beijing, 2013–2014
- Creative Director, Leo Burnett Hong Kong, 2008–2013
- Creative Director, McCann Worldgroup Thailand, 2006–2008
- Copywriter, Creative Juice\G1, 2004–2006
- Copywriter, BBDO Bangkok, 2003–2004
- Copywriter, Ogilvy & Mather Thailand, 2002–2003
1. How did you end up being a creative?
One ordinary day in high school, I saw an Ericsson TV commercial that I absolutely loved — it made me laugh so much. The story was about a phone so small it fell into a drain on the street. From that day on, I wanted to be someone who could create a piece of work like that, and it became my only goal. I did some research and realised I needed to study advertising to get a job at a creative agency. So I went to university and majored in advertising, then joined the Bangkok Art Directors Association workshop after graduation — and that led to my first job at Ogilvy Thailand.
2. What’s your favourite piece of work in your portfolio?
The work for Tamiya Model Kits. I’ve been a fan of the brand since I was a kid, so it was a real pleasure to work on it — and even more so to see it become the world’s most awarded campaign in 2005.
3. What’s your favourite piece of work created by someone else?
'The Power of Wind' from Epuron — a real classic. It’s simple, emotional, and has a beautiful twist. It still holds up today, and I honestly wish I’d made it.
4. What/who are your key creative influences?
People. As a creative, you’re expected to be smart and think deeply to crack a sharp idea. But ideas can actually come from anyone and anywhere — even your grandma, who probably has plenty of hacks to inspire you. These real ideas from real people always influence how I think and how I adapt my ideas to truly engage audiences.
5. What's on your bucket list?
To raise a raccoon.
6. Who’s on your dream dinner guest list (alive or dead)?
My late cat, Simba. I never had the chance to say goodbye.
7. What advice would you give to 10-year-old you, if you could?
Don’t work in advertising — don’t even think about it!
8. What really motivates you?
Great work done by others. I’m a jealous person.
9. What’s your favorite film or TV show of the past year, and why?
Not from the past year, but Friends. There are so many great ideas and gags in that series.
10. Tell us about your tattoo(s).
It started with a monkey tattoo because I was born in the Year of the Monkey. Then came a wolf, an eagle and a cat. Yes, I’m a crazy animal lover.
11. Cat or dog person?
Both. I have 11 cats and 2 dogs at the moment.
