16th March 2012


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Surachai Puthikulangkura is the highest ranking illustrator in Lürzer's Archive. Our print magazine has featured campaigns by the Bangkok-based creative for clients including WWF and Canon, as well as his Batelco ads which have scooped the print Grand Prix at Dubai Lynx.   Image: Surachai Puthikulangkura   At the moment I am working on... I’m working on international projects with agencies such as JWT, Shanghai, DDB, Hong Kong, TBWA Paris, Ogilvy & Mather, Paris, Ogilvy & Mather, Frankfurt am Main and IMPACT BBDO, Dubai.   The best piece of creative work I did was... Samsonite’s “Heaven and Hell” which won the Press Grand Prix at Cannes. It is the perfect integration of both idea and craft. It’s a brilliant and simple idea with the best use of art direction for narration and the illustration made the picture artistic and charming. In the 2011 Gunn Report, it was number one in the Most Awarded Print Ads & Campaigns in The World – a first for campaign from China.                                                                                                                          What inspires my work is... Dutch paintings from the 17th century and the American Photorealism of the 1970s have influenced my work a lot. In addition to this architects, Frank Ghery and Tadao Ando, who have such unique styles, have inspired my work. And the best, the number one of football - Lionel Messi. He has inspired me to try and make the impossible happen.   The best era to be a Creative was... Now - at this moment in time, because there is lot of media for creative support and more chances than ever.   The festival I'll be attending this year is... The Cannes Festival of Creativity. The joy of this event is that you get to see the most intelligent content in the advertising world and the event has some good seminars that are useful for work. It also makes you feel refreshed and you light up when you go back to work from Cannes. The last festival I attended was Spikes Asia. I was also at Adfest a member of the Design Lotus and Print Craft Lotus jury.   The next big thing in the world of advertising will be... As we know, the communications industry has moved to the digital era. However, print media is still also interesting and I believe the big thing in the world of print advertising is CGI.   The person I admire most in my industry is... Nadav Kander. He is one of my favourites and I really appreciate his work. When I saw his photos it inspired me to develop and better my own abilities.   My dream collaboration is… In the advertising industry, they are many creative and brilliant people that I have worked with, including Yang Yeo and Elvis Chau for “Heaven and Hell.” Moreover, I would like to work with the likes of Marcello Serpa, Eric Vervroegen and Tony Granger.   My future plans are... Nowadays, I spend time on personal development in both work and in terms of a better life. I have also spent time learning, particularly about CGI. My dream is to create a photo image without the use of a camera.   The last piece of music I listened to was...Ave Maria” (“Okuribito”) from the soundtrack of Japanese film, Departure, composed by Joe Hisaishi. It was in the background in the room where I work.   Image: Campaign for telecommunication company, Batelco which won the Print Grand Prix at Dubai Lynx 2012. Photography and illustration: Surachai Puthikulangkura   You can see all Surachai Puthikulangkura’s work featured in Lürzer’s Archive in our online archive.   Not already subscribed? Subscribe now.

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