Interview
Craig Wong
ConsenSys, United Kingdom
Craig Wong is a New York-based creative and the Head of Creative for Marketing at ConsenSys who has done a myriad of exemplary advertising work a number of big corporations including Harley-Davidson and Verizon.
1 Please give us a brief bio of yourself and your creative background.
My name is Craig Wong, a New York-based creative who
2 What made you become/why did you choose to become a creative?
After bombing my math and science AP exams in high school, I focused all my energy into the one thing I was (somewhat) decent at: art. However, I didn
3 Tell us more about your business/company, job profile, and what you do.
I
4 What does “creativity” mean to you?
Creativity is the ability to think beyond the expected to make something
5 To you, what makes a “creative” idea and/or design?
What makes something
6 Tell us about your creative and/or design process.
I find myself following a process most creative-minded people follow: that of getting briefed, panicking when you can
7 What's your favorite part of the creative process and why?
Creative exploration. It
8 Describe your creative style and its main characteristics.
I gravitate to designs that are clean, minimal, and structured. I believe that creative work, whether through copy or look and feel, should never get in the way of the message that
9 Do you think your country and its cultural heritage has an impact on your creativity process?
Being based in the United States with its current political climate, I think brands have become extremely mindful to not offend anyone. In doing so, they
10 Congratulations! As the winner of the 2023 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Winning the 2023 MUSE Creative Award is validation that the work our Marketing team is creating is impactful, effective, and memorable. Consensys, and the web3 industry as a whole, is relatively young so to get recognized with this award gives us the drive to make bigger and greater work in the future.
11 Can you explain a bit about the winning work you entered into the 2023 MUSE Creative Awards, and why you chose to enter this project?
This project, called The Merge: Ethereum, Evolved., was a multi-channel marketing campaign promoting awareness and education for The Merge, a massive technical upgrade to the most used blockchain, Ethereum. Through a simple narrative framed around three core aspects of The Merge
12 What was the biggest challenge with this project?
The biggest challenge with this campaign was creating work that spoke to both mainstream audiences as well as people already well-versed in web3.
13 How has winning an Award developed your practice/career?
In winning this award, I hope others recognize the creative opportunities within the web3 ecosystem, whether it
14 What are your top three (3) favorite things about our industry?
How fun it is, how inspiring it is, and coworkers
15 What makes your country specifically, unique in the creative industry?
The tools to make something creative have been democratized across borders; I don
16 Where do you see the evolution of creative industry going over the next 5-10 years?
The industry will continue to be shaped through the adoption and use of emerging tech. Last year was all about metaverse with brands scrambling to show up in that space. Same story this year, only with AI. With how quickly new tech is emerging, it
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
I
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
In addition to the trove of videos and learning platforms which teach design skills, it
19 Tell us something you have never told anyone else.
I can recite ? to 20 decimal places from memory.
20 Who has inspired you in your life and why?
I
21 What is your key to success? Any parting words of wisdom?
Be a sponge. Soak up every interaction, curiosity, and experience you come across and make the parts of them a part of you. Rinse and repeat.
22 Do you have anything else you would like to add to the interview?
Enough about me. How are you doing?
