So share with us, what’s the concept behind the Glomac Lakeside Residences project?

Glomac Berhad is a highly acclaimed developer with strong track records. This time the task was to market the Lakeside Residences, which has features like the lake view, nature park and infinity swimming pool. To effectively communicate with the middle and upper middle classed young parents, we created a sophisticated, stylish and relaxing image to convey the ‘beautiful living’ concept – by blending the nature and urban elements together.

What are the challenges you faced in this project?

Competition is enormous. Property ‘war’ is heating up in the Klang Valley as you can see housing developments everywhere. In the Puchong area (a fast growing residential and commercial city in Selangor, Malaysia) alone there are 2 similar projects. So to be able to stand out among the competitors we must bring out the distinctive identity and the attributes of the project. As nowadays consumers’ desire towards owning a property does not measured by just the features, it’s actually a lifestyle and an image we are selling to them.

What got you into this creative industry, and why?  

I always knew I’m not going to be an astronaut, a doctor, or a policeman since I was small. I always preferred to do art-related stuff like handicrafts or paintings. I used to do a bit of ‘graffiti’ art (or you may name it ‘conteng’) on my high school tables and notice boards for fun (smile). So when my brother suggested me to take up art courses I didn’t take long to decide, as I knew that’s where my career lies.

… and what keeps you doing it for so long?

It’s coming to a decade (oh my!) since I first stepped into the industry as a rookie but I still feel young and fresh and still feel passionate towards my work.  I guess to be able to handle different challenges each day and meeting new people keeps me excited.

What essential qualities do you think are necessary to have in this industry?

Enthusiasm, patience, self-believe, and being positive to rejections or failures, because they’ll eventually make you a better creative by learning from them.

If you are not in this line, what do you think you'll be doing?

Probably playing football in the EPL alongside Thierry Henry!

Any particular projects that you wish to undertake in the near future?

Something to do with airline and traveling.

What do you do during your freetime to destress?

I’m neither a smoker nor a drinker so I would say sports... I play badminton and futsal (a.k.a. indoor soccer). When I focus fully on the games it helps removing the stress. And that helps refreshing my mind and body too. If I can’t find a team then swimming and sun tanning are also good ways to release tension.

Any website links to share?

www.ad-wow.com, www.interbrand.com, www.brandsense.com, www.hyperthesis.com, www.philippe-starck.com

Where do you draw inspirations from?

Life is my biggest source of inspiration… I like observing people doing little things and sometimes you’ll discover wonders when you least expected. Movies and music may provide space for imagination too.

Any last words?

To be in the business today, the most important job is to market a brand called “YOU”. Have fun.

Thank you!

Ian Lai is currently Director of Creative Services at AdWOW! Group. Check out what they are doing at ad-wow.com