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.
On tap this week is Tyrone Usana, the 29-year-old Executive Creative Director native of The Philippines is now based in Muscat, Oman working at Paragon International.
He told us, “I’ve drawn inspiration from things that most people tend not to notice, those minuscule details that have rousing truth in them.”
Name: Tyrone Usana
Agency: Paragon International
Position: Executive Creative Director
Current Location: Muscat, Oman
Education: Bachelor of Fine Arts Major in Advertising Arts, University of Santo Tomas, Philippines
How did you get your first break in the industry?
Right after graduating from university, I was called up to join the film and television entertainment industry through one of the leading broadcasting companies in the Philippines (ABS-CBN). I had to assume the role of Production Designer, responsible for putting the visions of the Director into a visual spectacle. And that’s how I got my first break in the industry.
What is your personal mantra?
The best way to create the future is to create it. – Abraham Lincoln
From what person, place, or thing have you drawn your greatest creative inspiration?
My greatest creative inspiration comes from what’s happening around me. I’ve drawn inspiration from things that most people tend not to notice, those minuscule details that have rousing truth in them.
What do you love about the job?
For each and every project, I get a chance to be someone else. Sometimes I get to be a chef, sometimes a doctor, and sometimes just another crazy guy spending time with a team squeezing creative juices all day long. It’s the act of creation that hooks me up to this job.
What about your job are you not so crazy about?
In my case, working in Oman has its ups and downs in the creative industry. It’s a comparison between a big bustling city and a laid back one, and the latter is Oman. What I’m not so crazy about is the indecisiveness and the phase of actions from its industry leaders and company decision-makers.
What is some work you’ve done that you’re most proud of?
I believe that my recent project creating a two-hour-long video showcasing Oman is one of my best works so far. We’ve shown how stunning and culturally-rich this young country is, through the eyes of expats. And received a lot of praise from colleagues and fellow photo and video enthusiasts.
If you had to choose another career what would it be?
Probably an interior designer specializing in cafe and hotel room interiors. I’m very particular about places and their vibes – I think interior design gives me the liberty to bring a vibe to life.
Other than that, probably a travel vlogger. I have a severe case of wanderlust.
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