KAT TAN: RESEARCH IS THE BASIS OF A SUCCESSFUL APPROACH TO UNDERSTANDING BRANDS
White Square International Festival of Creativity, globally recognized in the professional community, continues its call for entries. Annually, more than a thousand cases from all over the world are submitted by representatives of creative industries to participate in the contest, which is evaluated at the highest global level by international jury. To inspire representatives of creative industries around the world to submit their best entries for White Square Festival 2025, we are glad to present a series of interviews with members of the White Square Festival jury.
Today we have with us Kat Tan, creative director of China Disneyland. His projects have been awarded at prestigious international festivals including, D&AD, Cannes Lions, The One Show and others. Experienced jury member of international festivals such as Spikes Asia, One Show Asia, White Square Festival, LIA Chinese Creativity Show, Adfest, The Drum Awards and others. Collaborated with global brands such as Nike, Jordan, Lancôme, Sands Macao and Oreo to name a few.
Today we have with us Kat Tan, creative director of China Disneyland. His projects have been awarded at prestigious international festivals including, D&AD, Cannes Lions, The One Show and others. Experienced jury member of international festivals such as Spikes Asia, One Show Asia, White Square Festival, LIA Chinese Creativity Show, Adfest, The Drum Awards and others. Collaborated with global brands such as Nike, Jordan, Lancôme, Sands Macao and Oreo to name a few.
When did your journey in the creative industry begin? What inspired you to choose this career? Are there any stories or moments in your career that have had the greatest impact on your professional growth?
As a child, I immersed myself in the world of television commercials with delight. Each commercial seemed to me a true work of art, full of vivid images and exciting stories. I was interested in how these commercials were created that could evoke emotions and leave a trace in my memory. It was this fascination that pushed me to choose a career in advertising after graduating from art school. I dreamed of creating not just commercials, but real stories that would inspire and surprise people the way the commercials of my childhood did.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
Some of my favorite projects are the “Color Beijing Project” and “Mutesic”, each with a unique idea and inspiration. The “Color Beijing Project” by Nippon Paint transformed a drab Beijing subway station into a huge colorful canvas. This amazing transformation showcased a vibrant palette of colors, reflecting the colorful side of life in China. The traditional brief became the basis for creating the country's largest hand-painted mural, which not only beautified the city, but also became a massive success story that inspired other Asian countries with similar initiatives. Vice's “Mutesic” campaign gave us the opportunity to develop an innovative mobile phone add-on that uses GPS to automatically synchronize with your current location. It detects critical areas and reduces the volume of music when approaching busy road intersections, returning it to the previous level as soon as the dangerous section is passed. This initiative allows people to enjoy their favorite tunes while staying safe, making it not only convenient but vital in our dynamic world.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
I am constantly striving to find engaging storytelling that can create a deep connection with a brand. I believe that a great story can not only capture attention, but also form a lasting relationship with an audience. That's why I always strive to find something that can inspire, captivate and make a difference in the world.
How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team? Can you highlight the key factors that help you create effective projects and build long-term relationships with the brands' target audience?
Research, research and more research is the foundation of a successful approach to understanding brands. You'll be surprised at how much information and nuance you may have missed or not known. Brands are more than just individual products or projects. Building a brand's reputation and image is a long-term process that can take five to ten years. It is not just a marketing strategy, but an entire philosophy based on trust and mutual understanding with the audience. Every step, every decision and every communication affects how a brand is perceived in the eyes of consumers. That's why it's so important to dive deep into research to understand not only current trends, but also the expectations and desires of your target audience.
What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?
I love immersing myself in the world of Haruki Murakami's books. His unique style of storytelling always captures me, creating an atmosphere of magical realism filled with suspense and subtle humor. Every story he tells is imbued with echoes of popular culture, which makes them all the more fascinating. I reread his books several times, and each time I discovered new mysteries that remained unanswered. It is this element of uncertainty and unpredictability that fascinates me the most - it makes me ponder and seek my own interpretations. In addition, I actively research my favorite sites, such as Futurism.com and NowThisNews.com. Not only do these resources keep me informed about current topics and help me stay current, but they also fill my life with fresh ideas and inspiration.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
Good luck!
As a child, I immersed myself in the world of television commercials with delight. Each commercial seemed to me a true work of art, full of vivid images and exciting stories. I was interested in how these commercials were created that could evoke emotions and leave a trace in my memory. It was this fascination that pushed me to choose a career in advertising after graduating from art school. I dreamed of creating not just commercials, but real stories that would inspire and surprise people the way the commercials of my childhood did.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
Some of my favorite projects are the “Color Beijing Project” and “Mutesic”, each with a unique idea and inspiration. The “Color Beijing Project” by Nippon Paint transformed a drab Beijing subway station into a huge colorful canvas. This amazing transformation showcased a vibrant palette of colors, reflecting the colorful side of life in China. The traditional brief became the basis for creating the country's largest hand-painted mural, which not only beautified the city, but also became a massive success story that inspired other Asian countries with similar initiatives. Vice's “Mutesic” campaign gave us the opportunity to develop an innovative mobile phone add-on that uses GPS to automatically synchronize with your current location. It detects critical areas and reduces the volume of music when approaching busy road intersections, returning it to the previous level as soon as the dangerous section is passed. This initiative allows people to enjoy their favorite tunes while staying safe, making it not only convenient but vital in our dynamic world.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
I am constantly striving to find engaging storytelling that can create a deep connection with a brand. I believe that a great story can not only capture attention, but also form a lasting relationship with an audience. That's why I always strive to find something that can inspire, captivate and make a difference in the world.
How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team? Can you highlight the key factors that help you create effective projects and build long-term relationships with the brands' target audience?
Research, research and more research is the foundation of a successful approach to understanding brands. You'll be surprised at how much information and nuance you may have missed or not known. Brands are more than just individual products or projects. Building a brand's reputation and image is a long-term process that can take five to ten years. It is not just a marketing strategy, but an entire philosophy based on trust and mutual understanding with the audience. Every step, every decision and every communication affects how a brand is perceived in the eyes of consumers. That's why it's so important to dive deep into research to understand not only current trends, but also the expectations and desires of your target audience.
What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?
I love immersing myself in the world of Haruki Murakami's books. His unique style of storytelling always captures me, creating an atmosphere of magical realism filled with suspense and subtle humor. Every story he tells is imbued with echoes of popular culture, which makes them all the more fascinating. I reread his books several times, and each time I discovered new mysteries that remained unanswered. It is this element of uncertainty and unpredictability that fascinates me the most - it makes me ponder and seek my own interpretations. In addition, I actively research my favorite sites, such as Futurism.com and NowThisNews.com. Not only do these resources keep me informed about current topics and help me stay current, but they also fill my life with fresh ideas and inspiration.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
Good luck!
The Jury of White Square Festival Jury is being actively formed and will be announced in March, but their participation has already been confirmed by the brightest people with invaluable experience in judging prestigious international creativity festivals and numerous awards around the world, representatives from more than 35 countries.
To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.
To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.