1 Congratulations on your achievements in the MUSE Creative Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?

My name is Yachan Yuan, and I’m a visual effects artist and visual designer currently based in the United States. I work at Framestore and have contributed to award-winning campaigns for brands like Apple, Toyota, and the Oscars. My creative journey began in service design and visual communication design before evolving into digital storytelling and VFX. I focus on blending emotional resonance, cultural identity, and surreal visual aesthetics in my professional work.

2 What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?

"Lost in Translation" is a deeply personal project that explores the poetry of untranslatable words across cultures. I submitted it to the MUSE Creative Awards to share that quiet vision with a wider audience. Winning affirms that subtle, meaningful stories can have universal impact—and it motivates me to keep bridging conceptual ideas with visual language.

3 Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today’s industry?

The film visualizes emotionally complex, culturally specific words like Mångata, Saudade, and Gluggaveður—terms that defy direct translation. It was inspired by my experience as an observer of cultural nuance. In today’s industry, where authenticity and storytelling matter more than ever, it represents a gentle rebellion against the noise—offering introspection, stillness, and beauty.

4 What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?

The conceptual foundation of visualizing “untranslatable” emotions through design and VFX gives the project a distinct voice. It’s not just about technical CGI—it invites reflection and fosters cross-cultural connection. The hybrid pipeline (Unreal Engine + green screen + Nuke compositing) also allowed me to achieve a realistic aesthetic in the VFX short.

5 Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?

I worked on the majority of this project independently, juggling multiple creative and technical roles. The greatest challenge was bridging the gap between abstract inspiration and tangible execution. With limited resources, I adopted a green screen setup and relied on modular compositing techniques to craft a visual world.

6 Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?

This award encourages further visual experimentation around language and emotion. It validates that artistic and introspective work holds as much value as commercial storytelling. For me, it opens exciting possibilities for future hybrid narratives that merge poetic concepts with technical execution.

7 What has the reaction been from clients, audiences, or stakeholders about your winning entry? Any feedback or memorable moments that stand out?

The feedback has been surprisingly emotional. Several viewers told me they saw their own “unspoken feelings” reflected in the visuals. That to me, is the highest compliment—to create something that resonates beyond language.

8 For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?

Find a theme that genuinely resonates with you, and don’t be afraid to express your true emotions—even if the result feels subtle, niche, or experimental. Lean into your unique perspective and create something only you can make. That kind of authenticity and focus will become your greatest strength.

9 The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?

We’re in a transitional moment—AI, real-time engines, and cross-disciplinary practices are reshaping everything. I see myself continuing to work at the intersection of art, culture, and technology, especially in poetic storytelling and immersive visuals. I want to remain flexible and emotionally resonant, even as tools evolve.

10 Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?

Don’t wait until you feel “ready.” Your work is part of a longer dialogue. Competitions are not just about winning—they’re about visibility and self-belief.

11 Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?

Stay curious and open. The creative industry thrives on exploration and diversity - not just in style, but in perspective. Let’s not only share the polished outcomes, but also the struggles, the emotional moments of our creative journeys.

12 Winning is a team effort in many cases. Is there someone or a group of people you’d like to dedicate this achievement to, and why?

I’m deeply grateful to the green screen team who supported the production, and I’d like to dedicate this achievement to everyone who lives between cultures and languages - especially those who often feel unseen, unheard, or caught in between.

13 If you could describe your award-winning entry in one sentence, what would it be and why?

Visual poetry for the words we don’t know how to express.

14 Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?

I’m currently developing a new AI-driven short film that continues my exploration of cross-cultural expression. I also plan to exhibit internationally and expand my role into creative direction for experimental and immersive projects.

WINNING ENTRY

Video
2025
MUSE Winner - Lost in Translation
Lost in Translation

Entrant Company

Yachan Yuan

Category

Video - Experimental

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