{"id":18856,"date":"2023-06-01T08:30:00","date_gmt":"2023-06-01T08:30:00","guid":{"rendered":"https:\/\/muse.international\/?p=18856"},"modified":"2023-06-10T01:49:19","modified_gmt":"2023-06-10T01:49:19","slug":"interview-with-craig-wong-from-united-states","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/interview-with-craig-wong-from-united-states\/","title":{"rendered":"Interview with Craig Wong from United States"},"content":{"rendered":"\n

Craig Wong is a New York-based creative and the Head of Creative for Marketing at ConsenSys who has done a myriad of exemplary advertising work a number of big corporations including Harley-Davidson and Verizon.<\/em><\/strong><\/p>\n\n\n\n

Q1. Please give us a brief bio of yourself and your creative background.<\/strong><\/p>\n\n\n\n

My name is Craig Wong, a New York-based creative who\u2019s done stints at ad agencies including Accenture Song, Droga5, AKQA, Deutsch, JWT, and Digitas. Along the way, I\u2019ve had the great fortune to create award-winning work for Coinbase, Harley-Davidson, Verizon, LG Electronics, the United States Marine Corps and Bank of America.<\/p>\n\n\n\n

I consider myself an Art Director and Designer hybrid. I started my career with more traditional advertising work, focusing on the \u2018big idea\u2019 and integrated marketing campaigns but quickly pivoted toward digital media once the industry trended in that direction. The pragmatic approach of design systems and thinking resonated with me and I found my stride in creating robust digital work. Luckily in my current position, I\u2019m able to flex both the conceptual and pragmatic sides of my brain.<\/p>\n\n\n\n

Q2. What made you become\/why did you choose to become a creative?<\/strong><\/p>\n\n\n\n

After bombing my math and science AP exams in high school, I focused all my energy into the one thing I was (somewhat) decent at: art. However, I didn\u2019t want to be a starving artist so I pursued advertising as a way to make money while keeping that creative outlet.<\/p>\n\n\n\n

TL;DR: I wasn\u2019t really good at anything else.<\/p>\n\n\n\n

Q3. Tell us more about your business\/company, job profile, and what you do.<\/strong><\/p>\n\n\n\n

I\u2019m currently the Head of Creative for Marketing at ConsenSys, a web3 company developing software for the Ethereum ecosystem. The Creative+Design\u2122 team I lead is responsible for creating work in support of our existing and emerging web3 products and services. We operate at the cutting edge of technology, incorporating web3-native tactics that bring to life otherwise traditional marketing tactics in new ways.<\/p>\n\n\n\n

Q4. What does \u201ccreativity\u201d mean to you?<\/strong><\/p>\n\n\n\n

Creativity is the ability to think beyond the expected to make something\u2014and it could be anything\u2014that speaks to people in a visceral way.<\/p>\n\n\n\n

Q5. To you, what makes a \u201ccreative\u201d idea and\/or design?<\/strong><\/p>\n\n\n\n

What makes something \u2018creative\u2019 can be subjective but I can confidently say that anything you find boring, uninspiring, or unworthy of your attention is not a creative idea or design.<\/p>\n\n\n\n

Q6. Tell us about your creative and\/or design process.<\/strong><\/p>\n\n\n\n

I find myself following a process most creative-minded people follow: that of getting briefed, panicking when you can\u2019t come up with any ideas, unexpectedly finding inspiration during a shower and presenting your ass off to sell an idea.<\/p>\n\n\n\n

Q7. What’s your favorite part of the creative process and why?<\/strong><\/p>\n\n\n\n

Creative exploration. It\u2019s always inspiring to see what ideas are generated (during the aforementioned shower) when given the freedom to explore, unhindered, before the reality of budgets and client demands settle in.<\/p>\n\n\n\n

Q8. Describe your creative style and its main characteristics.<\/strong><\/p>\n\n\n\n

I gravitate to designs that are clean, minimal, and structured. I believe that creative work, whether through copy or look and feel, should never get in the way of the message that\u2019s being communicated.<\/p>\n\n\n\n

Q9. Do you think your country and its cultural heritage has an impact on your creativity process?<\/strong><\/p>\n\n\n\n

Being based in the United States with its current political climate, I think brands have become extremely mindful to not offend anyone. In doing so, they\u2019re less willing to take risks, which in turn leads to creatives taking less risks in their thinking.<\/p>\n\n\n\n

Q10. Congratulations! As the winner of the 2023 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?<\/strong><\/p>\n\n\n\n

Winning the 2023 MUSE Creative Award is validation that the work our Marketing team is creating is impactful, effective, and memorable. Consensys, and the web3 industry as a whole, is relatively young so to get recognized with this award gives us the drive to make bigger and greater work in the future.<\/p>\n\n\n\n

Q11. Can you explain a bit about the winning work you entered into the 2023 MUSE Creative Awards, and why you chose to enter this project?<\/strong><\/p>\n\n\n\n

This project, called The Merge: Ethereum, Evolved., was a multi-channel marketing campaign promoting awareness and education for The Merge, a massive technical upgrade to the most used blockchain, Ethereum. Through a simple narrative framed around three core aspects of The Merge\u2014sustainability, security and future scalability\u2014we were able to educate audiences about this pivotal moment for the network.<\/p>\n\n\n\n

We chose to enter this campaign into the MUSE Creative Awards because of its innovative use of web3-native tactics, such as NFTs, to drive engagement and build a community around the moment.<\/p>\n\n\n\n

Q12. What was the biggest challenge with this project?<\/strong><\/p>\n\n\n\n

The biggest challenge with this campaign was creating work that spoke to both mainstream audiences as well as people already well-versed in web3. \u201cWeb3\u201d may have entered the public vernacular but it\u2019s still confusing for people and rife with negative connotations. We needed simple messaging that reinforced all of the positive changes The Merge brought to Ethereum.<\/p>\n\n\n\n

Q13. How has winning an Award developed your practice\/career?<\/strong><\/p>\n\n\n\n

In winning this award, I hope others recognize the creative opportunities within the web3 ecosystem, whether it\u2019s building the next world-changing project or marketing it.<\/p>\n\n\n\n

Q14. What are your top three (3) favorite things about our industry?<\/strong><\/p>\n\n\n\n

How fun it is, how inspiring it is, and coworkers\u2019 Spotify playlists you come across. Not necessarily in that order.<\/p>\n\n\n\n

Q15. What makes your country specifically, unique in the creative industry?<\/strong><\/p>\n\n\n\n

The tools to make something creative have been democratized across borders; I don\u2019t believe there\u2019s anything truly unique about any one country in regards to the creative industry.<\/p>\n\n\n\n

Q16. Where do you see the evolution of creative industry going over the next 5-10 years?<\/strong><\/p>\n\n\n\n

The industry will continue to be shaped through the adoption and use of emerging tech. Last year was all about metaverse with brands scrambling to show up in that space. Same story this year, only with AI. With how quickly new tech is emerging, it\u2019s more important for brands to learn how to leverage these tools for long-term brand engagement instead of hopping on the current trend to create a spiky moment that disappears like a fart in the wind.<\/p>\n\n\n\n

Q17. If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?<\/strong><\/p>\n\n\n\n

I\u2019d tell them to not get discouraged when things don\u2019t go their way. Whether it\u2019s not getting that job you wanted, not selling your work to a client, or not winning an award, it\u2019s not the end of the world. There will always be another opportunity that presents itself.<\/p>\n\n\n\n

And don\u2019t take things personally. It\u2019s a tough industry and it takes time to develop thick skin. Although criticism of your work may feel like a direct attack on you as a person, rest assured it\u2019s not.<\/p>\n\n\n\n

Q18. What resources would you recommend to someone who wants to improve their skills in the creative industry?<\/strong><\/p>\n\n\n\n

In addition to the trove of videos and learning platforms which teach design skills, it\u2019s equally important to develop soft skills alongside a balanced outlook and perspective. I always recommend finding mentors that can provide you with guidance throughout your career. One such platform is ADPList where you can connect with mentors in your profession or fields of interest.<\/p>\n\n\n\n

Q19. Tell us something you have never told anyone else.<\/strong><\/p>\n\n\n\n

I can recite ? to 20 decimal places from memory.<\/p>\n\n\n\n

Q20. Who has inspired you in your life and why?<\/strong><\/p>\n\n\n\n

I\u2019ve been fortunate enough to have great bosses and mentors throughout my career from whom I\u2019ve learned so much. But the person that shaped me most was my mom. By her single-handedly raising two boys, I learned persistence, perseverance and a humbling sense of gratitude.<\/p>\n\n\n\n

Q21. What is your key to success? Any parting words of wisdom?<\/strong><\/p>\n\n\n\n

Be a sponge. Soak up every interaction, curiosity, and experience you come across and make the parts of them a part of you. Rinse and repeat.<\/p>\n\n\n\n

Q22. Do you have anything else you would like to add to the interview?<\/strong><\/p>\n\n\n\n

Enough about me. How are you doing?<\/p>\n\n\n\n

While Web3 has officially entered the public vernacular, much of the industry is shrouded in mystery. The technology at \u2026 (Read more at MUSE Creative Awards<\/a>).<\/p>\n\n\n\n

Read more about this interview with Dmitry Moystsrapishvili from Georgia, the<\/p>\n","protected":false},"excerpt":{"rendered":"

Craig Wong is a New York-based creative and the Head of Creative for Marketing at ConsenSys who has done a myriad of exemplary advertising work a [\u2026]<\/span><\/p>\n","protected":false},"author":19,"featured_media":18903,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[372],"tags":[9,12,382],"yoast_head":"\nInterview With Craig Wong from United States<\/title>\n<meta name=\"description\" content=\"Winner interview with Craig Wong from the United States, the Platinum Winner of the 2023 MUSE Creative Awards.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/muse.international\/index\/interview-with-craig-wong-from-united-states\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview With Craig 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