As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a regular feature that focuses on up-and-coming talent in the ad world.
This week we feature Jaz Lee, the 25-year-old creative director at Ogilvy in Malaysia.
Lee took a bold approach to getting a break in the ad industry. He told us: “With no college degree, background in art school or even any idea what advertising was, I wrote a cover letter to Eric Cruz, former Executive Creative Director of Leo Burnett Malaysia, telling him ‘what advertising is today and what I think advertising should be’”.
The Basics
Name: Jaz Lee
Age: 25
Agency: Ogilvy
Position: Creative Director
Birthplace: Kuala Lumpur, Malaysia
Current Location: Kuala Lumpur, Malaysia
Education: Wesley College
Seven Questions
How did you get your first break in the industry?
After watching an episode of Mad Men, I was hooked on advertising.
With no college degree, background in art school or even any idea what advertising was, I wrote a cover letter to Eric Cruz, former Executive Creative Director of Leo Burnett Malaysia, telling him ‘what advertising is today and what I think advertising should be’.
At 19, it must have been the dumbest yet the smartest thing that I’ve ever done.
What is your personal mantra?
‘No one remembers second place.’
My brother told me that right after I won my first Silver at an award show.
What started as a playful insult eventually became the fire that drives me to do the best possible work I can every single day. Because no one remembers second best.
From what person, place, or thing have you drawn your greatest creative inspiration?
David Droga. His entire life story in advertising proves that age is just a number.
As a young Creative Director, that man inspires me to believe I can do anything I set my mind to.
What do you love about the job?
Being able to use the power of creativity to make a difference in people’s lives.
But it’s not always the big things. Sometimes, it could just be an ad that made them laugh a little after a horrible day. Isn’t that an amazing job?
What about your job are you not so crazy about?
The hours. It’s good that we spend so much time chasing great work but that also means we spend less time with our family.
What is some work you’ve done that you’re most proud of?
I’ve always believed in using the power of creativity for good.
So when tasked with educating the public on how to help victims of bullying, we had big ambitions but little to no budget. But we saw an opportunity in the fact that people were constantly sharing raw bullying videos on Facebook.
That’s when the idea of turning these viral bullying videos into a medium to host an anti-bullying message came about. We recreated 3 viral bullying videos except this time, the helpless victim taught viewers how to help beyond likes and shares. Shot entirely with a phone. It got politicians and celebrities to speak out on bullying. The films were also awarded at Cannes Lions, One Show, Adstars and AdFest.
https://www.facebook.com/deborah.henry.184/videos/10155526496967621/
https://www.facebook.com/deborah.henry.184/videos/10155528314797621/
https://www.facebook.com/tinizainudin/videos/10156487924049878/
Another piece of work that holds a very special place in my heart is a film I wrote many years ago which was also my very first script in advertising.
It was a Chinese New Year film for national oil and gas company, Petronas.
For so many years, Yasmin Ahmad blessed us with some of the best films for Petronas.
Imagine the pressure. But I believe and I hope this film did justice to the legacy she created.
If you had to choose another career what would it be?
Professional footballer.
I came close before I popped my knee but I guess advertising’s not so bad.
Want to submit your suggestion for One Under 30: Young Creative Spotlight? Feel free to drop us a line: [email protected]
