Creative Minds: John Xu on how a reality show and restless nights inspired his creative journey

Dentsu Creative, China, designer, July 2023–present

1. How did you end up being a creative?

My journey into the creative industry began when I discovered the reality series Next Promotion during the summer break between my third and fourth year of college. Initially, I watched it just to pass the time, but the more I saw, the more fascinated I became with an industry that had always been a mystery to me. I was quickly drawn in by the show’s portrayal of freedom and creativity in the creative field, which perfectly aligned with my major in visual communications design.

I’ve always believed that actions speak louder than words, so for my final internship before graduation, I chose to intern at an advertising agency. I wanted to experience firsthand the magic that each creative mind brings to the table. However, I also encountered some harsh realities—social media is filled with conflicting opinions about this industry, making me question whether I was truly ready to embark on this demanding yet rewarding career path. Despite these doubts, my decision was clear—I became a creative, possibly because I couldn’t resist the industry’s unique allure. I am determined to move forward, embracing both the challenges and joys it offers.

Upon graduation, I was fortunate to join Dentsu Creative for my first formal job, where I found myself surrounded by a remarkable team—both as mentors and friends to me.

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

The project I designed for the Cannes Young Lions China competition earlier this year is my personal favorite. Through late nights and hard work with my partner, we created a piece filled with memories that I hold dear. In the end, this project earned us first place in the Digital category and brought us to Cannes. Although the work was never made public, it holds a special place in my heart, and I am incredibly grateful for the experience. More importantly, my time in Cannes allowed me to catch a glimpse of the industry's best works, significantly expanding my horizons at the start of my career—exactly what I needed at that point. I deeply appreciate the energetic, free-spirited team and the mentorship I received, both of which have been essential to my growth.

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

One of my favourite campaigns is "Next Stop, McDonald’s" launched in the UK. It brilliantly elevates the brand's iconic symbol—the arch of an eyebrow seamlessly transforming into the golden arches of the McDonald's logo. The imagery from this ad often comes to mind, and I love how simple yet thought-provoking the concept is, making people think, “Why didn’t I come up with that?” The creative team behind this ad has my utmost respect; it’s truly an outstanding piece of work

4. What kind of student were you?

In those days, I was a source of worry for my parents and teachers. I detested studying because I found it dull, though I had a fair amount of knowledge about various other things. Looking back, I realise I was a carefree student, perhaps a bit careless by today’s standards. If I could speak to my younger self, I would reassure him by saying, "You're doing great; you'll be very happy in the future."

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

During my childhood, my dream was to become a fashion designer. I was captivated by chic clothing and felt that my own wardrobe was too dull, sparking a desire for a makeover. The idea of wearing my own designs seemed incredibly cool to me.

6. What advice would you give to 10-year-old you, if you could?

Honestly, I can hardly remember what I was like at the age of 10—I’d probably need to dig out some old photos to see! If I could, I would advise my younger self to eat more and play basketball to grow taller. Most importantly, I’d remind myself to stay happy and create even more beautiful memories during childhood

7. How would your co-workers describe you?

People I work with would say I am energetic and highly outgoing. Regarding the popular MBTI personality types, I am undoubtedly an E type.

8. What’s your favorite music / film / TV show / book / other of the past year, and why?

David Tao's Butterfly has become a favourite of mine, as I've been exploring the R&B genre more. Whenever I listen to this song, it brings a sense of peace to my heart.

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

Initial D, starring Jay Chou, undeniably tops my favourite movies. Every boy dreams of racing cars or at least a fascination with them at some stage. Thanks to Jay's vibrant acting and the exciting mix of racing and romance, I can't stop thinking about the movie.

10. Tell us about your tattoo(s).

I got a tattoo during my rebellious high school phase—it's a design with butterflies and a string of letters, the meaning of which I can no longer remember. It was done in secret, and my family is still unaware of it. I took a bit of a risk by getting it. Looking at it now, it’s not quite as pretty as I once thought... I’m considering giving it a makeover with a new design

11. Early riser or night owl?

I am definitely a night owl, perhaps even a bit of an insomniac—mostly because I resist the idea of going to bed. I often find that the day is filled with obligations to others, leaving the night as my personal haven. It's interesting how my mind always races with wild ideas just as I'm about to sleep. I've often wondered if this is a common phenomenon among creative people.