Yuhang Lin, a designer at Dentsu Creative in Shanghai, discussed his journey to becoming a creative and highlighted his top games, music preferences, lifestyle, admired designers, and creative works.
Discover the piece that was first introduced in ‘Creative Minds’, a feature on Campaign Asia Pacific.
HOW DID YOU END UP BEING A CREATIVE?
While growing up, I was drawn to an array of interests, from sports and music to history, films, gaming, and military themes, as well as numerous other captivating topics. I love to share intriguing content and learn from what others share as well. This is significant to my creative expression, and with inventive approaches, I can introduce these captivating ideas to a broader audience.
The path I chose as an art-based creative person is largely shaped by my childhood, when I found joy in sketching figures and action sequences inspired by classic Chinese novels and martial arts stories such as Romance of the Three Kingdoms.
I’m also addicted to a variety of different styles of anime and gaming artwork. From Team Orochi illustrated by Shinkirō while in SNK, Lu Bu in Dynasty Warriors produced by Koei, to the characters in League of Legends created by PanDa, and the latest concept design of Black Myth: Wukong; as well as the animated transitions for many 3A titles like Assassin's Creed, Devil May Cry, and so on.
These artistic interpretations, regardless of whether they originate from personal imagination or established worldviews, hold significant emotional value for people. This emotional bond is This connection is what inspires me to be a creative and fuels my passion and ambitions.
WHAT’S YOUR FAVOURITE PIECE OF WORK IN YOUR PORTFOLIO?
While studying at the University of the Arts London, I worked alongside my partner on an engaging pilot project.
The habit of young Londoners putting their feet on the seats while travelling on the Tube raises the question: How can we encourage more respectful behaviour during commutes? Acknowledging the British passion for football, we proposed redesigning the floor of the London Underground as a virtual reality football pitch, incorporating a goal beneath the seats. Should you place your feet on the chair, the passenger opposite you can easily propel the ball into the goal, while the leading “goalkeeper” will be recognised with the London Underground’s Golden Goal Award.
WHAT’S YOUR FAVOURITE PIECE OF WORK CREATED BY SOMEONE ELSE?
“Why So Serious?” was designed as a 360° alternate reality experience that played out over 15 months leading up to the release of The Dark Knight. This successful alternate reality game strategy brought the target audience together on multiple media platforms, effectively blending traditional marketing approaches with viral digital interactions.
The wild and imaginative concepts, along with the intricate interactive elements, generated significant excitement among film enthusiasts, which is one of the reasons I admire this campaign.
WHAT’S THE ONE PIECE OF WORK YOU MOST WISH YOU’D DONE?
I am particularly excited about refining ‘Fragile as Us’, a piece I created with my partner for the Young Spikes competition in Singapore earlier this year.
We adopted the widely recognized Fragile sign to ensure the protection of those who are psychologically at risk and to diminish stigma. Through this public service endeavor, I hope for us to elevate our execution strategies to draw in and involve the community, instead of being caught up in our own self-importance.
WHAT’S THE CRAZIEST THING YOU’VE EVER DONE?
I spent a year travelling to 13 countries and exploring more than 50 cities around the world. In my travels, I realised that the industrial revolution in Europe influenced the construction of city centres around transport facilities, especially train stations, suggesting that staying at a hotel nearby would be a practical choice. If you’re travelling to China, be aware that the situation here is quite different, as most of our train stations are located far from the downtown area.
For those seeking travel ideas, I highly recommend Lungern in Switzerland, where you’ll find the clearest lake I’ve ever witnessed—definitely a spot you shouldn’t overlook if you appreciate the great outdoors.
LUNGERN, SWITZERLAND
WHAT’S ON YOUR BUCKET LIST?
To be listed in the Top 100 3D Renders from the Internet’s Largest CG Challenge.
I take pleasure in exploring the projects of many visual effects creators, with Ian Hubert being a standout recommendation, and I use Blender to generate scenes with diverse art styles and to create brief animations. My hope is to utilize my free time down the line to explore character design and rigging, and one day, I dream of ranking among the top 100 with my distinctive creativity.
A PROJECT CREATED WITH BLENDER
WHO DO YOU MOST ADMIRE?
Kobe Bryant. I first tuned into the NBA in 2009, and it was then, that I fell in love with Kobe’s intricate basketball manoeuvres and his Mamba mentality.
I found it particularly inspiring when Kobe shared in an interview that he aims to perform his best in every game, as he is aware that many fans are excited to see him play, having spent their hard-earned money, and he is determined to fulfil their expectations: “I got a lot of people paying their hard-earned money to come watch me perform. It is my job to be strong enough to perform at that level every single night. As a competitor, I am not ducking s***. Like, it is not: Oh my god, my back hurts, I’m sore…”
WHO’S ON YOUR DREAM DINNER GUEST LIST (DEAD OR ALIVE)?
Elon Musk. I believe he represents a beacon for humanity, possessing the intellect, foresight, and financial backing necessary to elevate our world to new heights and make it all happen.
WHAT CAREER DID YOU THINK YOU’D HAVE AS A KID?
When I was a kid, my teacher asked what we wanted to be, and while my classmates envisioned careers as scientists and astronauts, I shared my dream of becoming the Monkey King, desiring his magical powers to defeat monsters.
DO YOU WORK BEST UNDER PRESSURE, OR WHEN THINGS ARE CALM?
It depends. I tend to handle pressure well, particularly in scenarios that require brainstorming or idea development. When it comes to the design and execution phases, I find that my productivity peaks after I’ve taken a shower, donned my headphones, and settled into a relaxed mindset.
WHAT ADVICE WOULD YOU GIVE TO YOUR 10-YEAR-OLD SELF, IF YOU COULD?
Be sure to roll the dice and get your football lottery ticket. The French team won the World Cup in 2016, and Argentina took home the trophy in 2022.
TELL US ABOUT AN ARTIST (ANY MEDIUM) THAT WE'VE PROBABLY NEVER HEARD OF.
As a distinguished director and CG artist, Alberto Mielgo directed the episodes The Witness and Jibaro for the series Love, Death & Robots, and he also contributed as the art director for the animated feature Spider-Man: Into the Spider-Verse.
To start, I genuinely enjoy his fragmented style of art and the original way he brings characters and scenes to life, which is a stark contrast to regular animated short films. I find his colour palette appealing; it’s unconventional and perfectly suits the story being told.
Additionally, I recommend his animated feature The Windshield Wiper, which also earned the Oscar for Best Animated Short Film in 2022.
LIN & PARTNER AT YOUNG SPIKES 2024
WHAT WOULD YOU DO ON YOUR PERFECT DAY?
Hanging out with some close friends from my hometown, playing basketball in the morning, going to an internet café for League of Legends in the afternoon, enjoying massages in the evening, and ending the day with a barbecue.
I would feel like a student again, savoring a day that was perfectly ordinary and wonderfully satisfying.
WHAT’S YOUR FAVORITE MUSIC / FILM / TV SHOW / BOOK / OTHER OF THE PAST YEAR, AND WHY?
The Wanderer by Eason Chan. To me, this song illustrates a perspective of always moving ahead, unconfined by any established norms or restrictions. This song has shifted my focus away from trivial anxieties and obstacles, igniting a desire within me to truly experience life and discover the beauty of the world. In addition, I never get tired of listening to Eason’s 2010 Music Show ‘Duo’.
WHAT FOOD COULD YOU NOT LIVE WITHOUT?
The beef char kway teow, a signature dish from my hometown of Chaozhou (Chiu Chow), is something I must have each time I go back.
-ENDS-
