In this edition of Creative Leaders Corner, we catch up with Adzam Bahrin, Regional Creative Director, GrowthOps, and Ed Choa, Regional Head of Experience. Over the course of our conversation, the two share their insights on balancing user experience with brand identity and how creativity drives digital transformation.
One of their standout projects was the revamp of the Malaysia Airlines website, an initiative focused on elevating the airline’s digital presence and deepening passenger engagement.
“We wanted to create a seamless and engaging experience for passengers, ensuring that every touchpoint reflects the airline’s core values and future vision,” Ed told us.
For this Creative Leaders Corner, Adzam and Ed share their philosophy on leadership, the art of pushing creative boundaries, and their strategies for fostering a team culture that thrives on bold risks and collaborative innovation in today’s competitive landscape.
What do you miss about being a Creative without the leadership role, and what do you enjoy most about creative leadership?
Adzam: Definitely being able to guide the creative direction without as much compromise. Earlier in my career, it was about balancing my ideas with those of the creative leads. Now, I can focus on the direction I believe in and make decisions that align with my vision.
Ed: I miss just getting to do the hands-on work, but I enjoy the vision aspect of leadership. It’s about guiding the team and pushing ideas through, especially when there’s resistance. It’s also rewarding to manage both clients and internal stakeholders to get the best results.
Was there a particular ad or ads that inspired you to focus your creative talents on the ad industry?
Adzam: Growing up, I was always drawn to Nike ads, especially one called “Move.” It featured athletes in action with classical music, no voice-over, and minimal text. For a young art director, that pure visual storytelling left a strong impression. It showed me how powerful simple visuals could be.
Ed: I remember this insurance company ad from Lemonade that really stood out. They reimagined insurance in a human, conversational way. They used simple illustrations and everyday examples like pizza to explain the benefits, making the whole experience much more relatable. The simplicity and creativity really resonated with me.
How do you persuade clients to take creative risks?
Adzam: Convincing clients to take creative risks is all about building trust and understanding their comfort zone. Clients today want data and rationale behind creative ideas, so it’s essential to first connect with their goals and vision.
“Convincing clients to take creative risks is all about building trust and understanding their comfort zone.”
I spend time establishing a relationship, learning what resonates with them, and what they see as valuable. It’s not about pushing for risk right away but showing them that I understand their brand deeply and can deliver something meaningful. Building this rapport helps them see me as a partner rather than just a service provider.
Ed: It’s about building trust and showing them the roadmap. We start small with a test-and-learn model, minimizing risk. If it works, we scale up. Clients are more comfortable with small wins before committing big resources.
What are your strategies for inspiring and motivating your creative team to push boundaries and challenge the status quo?
Adzam: Everyone on the team is unique, so I try to find each person’s strengths and help them build confidence in those areas. It’s like coaching — I want them to believe in themselves, and that belief is what ultimately pushes them to create their best work.
“Creating a safe space is key. We have a culture where team members feel comfortable experimenting, and that makes all the difference.”
Ed: Creating a safe space is key. We have a culture where team members feel comfortable experimenting, and that makes all the difference. I think our team’s vibe is amazing and that encourages creativity.
What is your take on Generative AI and its impact on the creative industry? How is your team using it?
Adzam: Generative AI is truly a game-changer, offering endless possibilities for creativity, efficiency, and innovation in the industry. At its core, AI can handle the time-consuming, repetitive tasks that used to take up a lot of hours — things like image comping, base-level copy, and even voiceovers.
This frees up creative teams to focus on the bigger picture: strategy, storytelling, and the more human side of creativity. For example, I might start with a visual concept, then let AI refine and animate it, giving me fresh angles and ideas to explore. It’s like having an additional toolset that complements our creative instincts rather than replacing them.
But beyond just saving time, AI is changing the way we approach creative work itself. Now, we can visualize ideas quickly, which helps with client buy-in during pitches and presentations. For social media, we’re using AI to turn static posts into dynamic, engaging visuals like cinemagraphs.
“Beyond just saving time, AI is changing the way we approach creative work itself.”
This technology can be intimidating to some, but I see it as an evolution of the creative process. Like Photoshop in the 2000s, it’s a tool we learned to master. And today AI has become our new Photoshop. AI’s impact on creativity isn’t about doing less work; it’s about unlocking new ways to execute ideas better and faster.
Ed: I love it! Similar to Adzam, I believe Generative AI is a game changer! While it’s still evolving, it’s a tool that can handle repetitive tasks, allowing us to focus on more human-centric, creative work. It’s not about replacing us but enhancing our abilities. I encourage the team to use it for things like copywriting and research — it helps us work faster. We’ve also explored AI tools in design, like Figma’s generative features, to speed up prototyping, though we always add our own touch to make it unique.
What is some campaign work you’ve done during your career that you are most proud of?
Adzam: A brand film I worked on years ago, called “Getaran Pertama”, about Malaysia’s first national choir. We uncovered the story of this choir that sang at Malaysia’s independence celebration. It was a big production, and the audience reception was incredible. It felt meaningful to tell such an important, untold story.
Ed: One of my proudest projects was Malaysia Airlines’ post-COVID website. We really wanted to capture the spirit of freedom after the lockdowns. The project was about redefining what travel means, and the website reflected that beautifully. It’s still up and running today, and I’m proud of how it turned out.
We began with their public website, as it was the most visible part of their digital presence and the first step in showcasing their digital transformation journey. From there, we developed a roadmap that not only focused on improving the website but also integrated other digital products and services across the organization.
We made sure that each step was based on feedback and iterative improvements. This strategy was implemented step-by-step, starting with the website and expanding into other areas. While we acted as the driver, we couldn’t always be the “GPS” for them. It’s a constant balance between guiding and collaborating, ensuring their internal stakeholders are aligned too.
What advice do you have for newcomers in the creative industry?
Adzam: For anyone entering the creative field today, I’d say that adaptability and a willingness to learn are absolutely essential. The industry is evolving quickly, and mastering tools like AI is now a fundamental skill, not an optional one.
It’s important to keep up, especially with technologies that can streamline your workflow and give you an edge. Those who aren’t using AI might struggle to keep up with those who are comfortable with it, which is why it’s one of the first things I urge newcomers to learn.
“I always emphasize the importance of developing a core skill that sets you apart — something you’re known for and that becomes your anchor in the industry.”
Beyond tech skills, though, I always emphasize the importance of developing a core skill that sets you apart — something you’re known for and that becomes your anchor in the industry. Maybe you’re great with visuals or storytelling, or maybe you have a unique style. Build that strength first, then add complementary skills over time.
“You need to be a bit of a “unicorn” — versatile in skills and adaptable.”
Ed: Stay open-minded! The creative field is all about learning from different industries and clients. It’s not just about design; project management and understanding technology are key. You need to be a bit of a “unicorn” — versatile in skills and adaptable. Don’t just stick to the basics, dive into new areas to make yourself stand out.
Quick Hits:
Books you read / Favourite Music:
Adzam: While I don’t spend much time with books, music has always been my solace. I’ve always enjoyed The Strokes, their fresh sound captivated me when I was younger, and now they bring a comforting sense of nostalgia.
Ed: ‘Leaders Eat Last’ by Simon Sinek.
All-time favorite movie or show:
Adzam: ‘Mad Men’ (2007).
Ed: ‘Life is beautiful’ (1997).
Something you want to learn or wish you were better at:
Adzam: Definitely my presentation skills — I’d love to be a storyteller like Don Draper, who can captivate a room regardless of the work.
Ed: As a leader, I believe in staying connected with my team, especially as it grows. It’s not about being distant in an ivory tower but showing empathy and being present.
