Creative Minds: Boon Tan on how passion transformed a job into a calling

Name: Boon Tan

Origin: Singapore, Singapore

Places lived or worked: Singapore, Singapore

Pronouns: He/him

CV:

We Are Social Singapore, senior art director, Jul 2021—present
Freelance, senior art director, Oct 2019—Jul 2021
Anywhr, creative lead, Jan 2019—Oct 2019
Young & Rubicam, senior art director, May 2016—Sep 2018
Young & Rubicam, art director, Apr 2015—May 2016
DDB Worldwide Singapore, junior art director, Jul 2013—Apr 2015
MullenLowe, art director intern, Jun 2012—Aug 2012.

1. How did you end up being a creative?

I started at LaSalle College of the Arts and wasn't really sure what I wanted to do. By the end of my foundation year, I was considering design communications, animation, and fine arts sculpting, but I just couldn't decide because I saw so much potential in all of them. I ended up missing the deadline, and my lecturer chose design communications for me. When I was finishing my diploma, I was one of the 10 students recommended for an advertising major for my degree. But honestly, I was more into graphic design. I got picked to join my seniors in a local 24-hour advertising competition, and I was super curious about how they worked and thought. My lecturer told me, “I can’t send you if you don’t choose advertising as your major.” So, I went with advertising because I really wanted to learn from those seniors. Fast forward to my graduation, and I got noticed by Thomas Yang, who got me into DDB. It wasn’t what I planned, but it turned out to be the perfect path for me to dive into the creative world. Now, 10 years in the industry, I understand why my diploma lecturer guided me down the path of advertising.

2. What's your favourite piece of work in your portfolio?



I don’t really have a favourite piece of work because I was trained not to get too attached to my projects. But if I had to pick one, it would be the regional campaign for Land Rover called 'Finish your unfinished journey.' This campaign marked the end of production for their iconic Defender model. It was the first time I got to work directly with the incredible Komal Sohal, who was my CCO back then. Her vision and passion for good work were amazing. This campaign was special because I got to meet the Defender community at their yearly event, Rovernuts, in Thailand. They showed so much passion for the Defender, turning it into a lifestyle that not only changed their lives but also helped others, like during Typhoon Haiyan. They were really inspiring. The campaign ended up becoming global because of the passion people had. It was also the first time I personally funded an additional film for the campaign, featuring a Defender owner who got married in the vehicle. It was a once-in-a-lifetime opportunity, and I’m glad I did it. This campaign definitely helped me grow into a more mature creative.

3. What's your favourite piece of work created by someone else?

I know I said I'm not emotionally attached to my own work, but I do get attached to a lot of work created by others. One of the first ones that comes to mind is Burger King’s 'McWhopper campaign'. I was blown away by how they pulled it off. Usually, ideas like that get shot down because someone will say, “McDonald’s would never agree to this!” and then the idea gets buried in the idea graveyard. But the team managed to push through and even used McDonald's rejection as part of their campaign. That’s amazing to me. Another favourite is Tinder’s 'Swipe night.' It was done by a senior from LaSalle College of the Arts, and it won the Entertainment Grand Prix at Cannes Lion. You quickly learn in this industry that storytelling paths have been done a million times, but they managed to do it in a way that fits perfectly with the consumer's insight. I’m really happy and proud of him.

4. What/who are your key creative influences?

I've been blessed to have many great creatives as mentors. Francis Ooi, my first creative director, taught me how to balance creativity with the client's needs. Thomas Yang showed me that not all tedious crafts are worth the time and effort. Marcus Rebeschini emphasised the importance of awards and how to get them. Troy Lim helped me become a better presenter. Komal Sohal, besides being great at her work, taught me that a boss can be your friend, too. Somjai improved my craft, and Pann Lim taught me that a job isn’t just a job, if you have the passion for it. And of course, my creative copywriter partners have been there with me through all the tough times. The list goes on.

5. What's the craziest thing you've ever done?

I once survived a week with only five hours of sleep—travelling back and forth between two countries—from the office in one country and then to shoot locations in another. I even took leave and paid for my own flight just to keep shooting, and then joined a local 24-hour challenge award show that weekend. It was… intense.

6. What career did you think you'd have when you were a kid?

Ever had one of those moments where a lightbulb goes off and you know what you want to do for the next 10-20 years? I had that when I was four years old, reading Dragonball Z. I wanted to be a Manga artist, but then I realised I wasn’t Japanese, so I gave up that dream about five minutes later.

7. Do you work best under pressure or when things are calm?

I believe I work best under pressure. I have a really bad habit of not saving my work if it’s too easy to craft, which has wasted a lot of my time redoing it whenever there are changes.

8. What advice would you give to your 10-year-old self, if you could?

Don’t let the world today stop you from what you want to do tomorrow.

9. Tell us about an artist (any medium) that we've probably never heard of.

@andy_blank, I’ve had a great time analysing his work and business model. His pieces are beautiful as home decor. Although not all of his works are simple, it shows me that Andy Blank is a fantastic example of the left and right brain coming together.

10. Extrovert or introvert?

I'm an extrovert who grew up in a family full of extroverts, but as I get older, I'm learning to be more of an introvert. Spending more time with myself has helped me learn more about who I am. It's also more productive to be alone, sorting out things in life, working on passion projects, and understanding the importance of doing nothing.

11. Do you have any secret or odd talents?

When I was a kid, I could piece puzzles together with their backs facing up. Don’t ask me why, I was only five years old and didn’t know what I was doing. When I was 13, I got really into a rhythm game called O2Jam and could play the hardest song on two-player mode solo. If only TikTok had been around back then!