Creative Minds: Nutthida Patthanhatirat thrives on big ideas and even bigger dreams

Pronouns: She/her

CV:

• Creative art director, VERO, Bangkok, 2023–present
• Creative art director, Digitas, The Leo Burnett Group, Bangkok, 2022–2023
• Creative project manager, The Chosen One Co., Bangkok, 2021–2022
• Creative art director, Winter Egency Co., Bangkok, 2020–2021

1. How did you end up being a creative?

Surprisingly, I had never heard of a creative career when I was younger. However, I eventually studied communications arts, majoring in advertising, where I discovered the role of a creative art director. I was fortunate enough to intern at a fantastic company (my first job at Winter Egency), where my first boss and co-creative copywriters were incredibly inspiring. Even though my art direction skills weren’t great then, it motivated me to push myself, because I wanted to be as cool as they were! Over time, I moved through different workplaces, collaborating with brilliant senior creatives and continuously improving my skills. It’s felt like a long-term challenge to see how far I’ve come since day one as a junior, when I didn’t even know how to use Photoshop properly. Now, I find joy in coming up with ideas, winning pitches, and seeing projects through to completion. Even though it can be incredibly tough at times, I still love what I do.

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

My favourite project is a podcast about investment. It’s special to me because it was a real challenge; I didn’t know much about finance or numbers, so I had to do extensive research. Editing the podcast was fascinating because it required careful attention to every word spoken—unlike scripted video ads, nothing could be redone exactly the same way. The dialogue had to sound natural and thoughtful. Through this project, I met incredible guests from various fields, and after working on it, my perspective on the world completely changed.
 

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

My current favourite is the CGI video ad for Jacquemus, who I think is an innovative brand that has embraced CGI guerrilla advertising with powerful visuals and high-fashion aesthetics. While many brands have jumped into this trend, Jacquemus’ approach feels authentic and iconic to me. It's not only their CGI ads but their entire online marketing strategy that stands out as sleek, cutting-edge, and perfectly aligned with the brand’s identity.

 

 

 

 

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4. What kind of student were you?

A nerd who partied every night but still managed to attend every class.

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

Secretly played with fireworks at school!

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

I wanted to be a reporter or a makeup artist.

7. What really motivates you?

My expensive lifestyle—haha!

8. What would you do on your perfect day?

Enjoy a solo date with myself, grab an overpriced latte at a cosy café, sit back and relax without any rush; visit one of my listed restaurants, walk my dog, and unwind by watching cooking videos before bedtime.

9. What’s your favourite music / film / TV show / book of the last year?

Modern Family, for sure! It’s hilarious with beautiful storytelling about family, and despite having so many characters, I love them all.

10. What app can you absolutely not live without, and what app do you wish you could delete?

I can’t live without TikTok, and sometimes I wish I could delete Instagram, because it makes me feel like my life isn’t as great when I start comparing myself to others. But I still keep it to stay connected with my friends.

11. What makes you really happy?

My dog, and all dogs in the world!