Mike Chu on Sandy Choi
It was a day in October, 1989 and I had gone down to the 11th floor to welcome a new art director on board. A month earlier, Deb Coulsen, then head of Ball WCRS’ newly set up Direct Marketing Division for the HongkongBank account, was interviewing suitable candidates for an art director position. She had brought three portfolios to show me. While all three contained very competent work, one of them was definitely more special. The work turned out to be from a young designer called Sandy Choi. I will use the analogy of a young chef who is keener to experiment with his ingredients, and hence brings fresh flavors to his dishes. As opposed to an experienced but mediocre chef who cooks up a safe and less exciting dish. Even in those early years, Sandy as a young designer demonstrated his good sense of typography, brave composition and use of colour. And the results showed a lot of promise.
A year into his job, I asked Sandy if he was interested to be art director for the Puma “Fly First Class” campaign that I was working on. The task was left open after one of my art directors went to start his own agency. The campaign was to be an overseas shoot and Sandy welcomed the challenge to be involved in his first film commercial. As fate would have it, this shoot was about to change Sandy’s life. During the week’s filming in Hawaii, my agency film producer Angela and Sandy became extremely friendly with each other. And when the two suggested accompanying me to L.A. to do the post production work, I was only too happy to receive such support. Little did I know what my art director and producer were up to. Happily for them, the two decided to get married not long afterwards.
My loss of a capable producer is Sandy’s gain. Angela is now a devoted wife, mother to a beautiful daughter and a capable partner in Sandy’s office. Incidentally, that campaign also bore fruit to a Kam Fan and a few Gold Awards at the ’91 4As Creative Awards. In the years to come, Sandy’s work in advertising would win more awards, and some, I’m happy to remember, in collaboration with me.
Working with Sandy is always enjoyable because we share many common interests: jazz, film, love of books, travel, architecture, the many disciplines of design and fine food. Sandy and I would share recent experiences whenever we find a bit of free time. Underneath his wide ranging interests is a man who is very focused on his work. Perhaps it is this ability to draw inspiration and knowledge from a vast resource of interests that has given his work a worldly appeal. In private, Sandy is a quiet and gentle person. And he goes about his job in a slow, orderly manner, shutting off the chaos that may surround him. I have seen him work under pressure and I have noticed this quality.
Some years ago, when Sandy asked me what my views were if he was to leave his plum job as creative director of J Walter Thompson Shanghai to start his own design studio in Hong Kong, I supported his notion wholeheartedly. I knew too well that design ran deep in his blood. To be able to find passion in one’s work, and to be talented in it as well, is truly a godsend. Never mind the risk of failing. But then, I knew Sandy would succeed.
Perhaps the greatest challenge Sandy faced at the time was the need to establish his identity as a designer. Hong Kong was going through unprecedented changes, and clients were seeking practical and economical solutions as opposed to aesthetic ones. To strive for fresh, original work to be produced proved more difficult than ever. The selection of work in this book is proof that Sandy has risen to the challenge. His identity as one of Hong Kong’s most promising and dedicated young designers is unquestionable.
The minimalist Japanese architect, Tadao Ando once remarked that the difference between a good architect and a not so good one is the ability to resist the temptation of the many choices that are available. I happen to believe this applies to all disciplines of design. And I think Sandy tacitly understands this.
Mike Chu
ex Chairman & Executive Creative Director, Ball WCRS
26 March 2002