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Interview with Haimeng Cao |
Home > Designer Interviews > Haimeng Cao |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Haimeng Cao (HC) for A’ Design Award and Competition. You can access the full profile of Haimeng Cao by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
HC: I am a professional senior concept artist with extensive experience in the film and game industry. My previous clients include renowned companies such as Blizzard Entertainment, Gearbox Software, and Framestore. My passion for visual storytelling drives my work, as I specialize in designing concept art that brings fictional stories to life. From a young age, I have been captivated by fictional narratives and the power they have to transport audiences to different worlds. This fascination naturally led me to pursue a career where I could transform these stories into compelling visual images. My goal is to create art that allows people to understand and connect with a film or game simply by looking at the visuals.
FS: Can you tell us more about your company / design studio?
HC: I am currently in the process of establishing a company dedicated to producing IP-based games, animated films, and various other products. Our mission is to create engaging and original intellectual properties that captivate audiences across different media. By focusing on high-quality storytelling and innovative design, we aim to deliver memorable experiences that resonate with fans worldwide.
FS: What is "design" for you?
HC: For me, design is a highly aesthetic art form that seamlessly blends functionality with storytelling. It has the power to communicate visually and silently, conveying meaning and emotion without the need for words. Effective design not only serves a practical purpose but also tells a story, creating a deeper connection with the audience.
FS: What kinds of works do you like designing most?
HC: I most enjoy designing visual stories, particularly for games and films. These mediums allow me to create immersive worlds and compelling narratives that engage and inspire audiences.
FS: What is your most favorite design, could you please tell more about it?
HC: My favorite design is the architecture of Wang Shu's university buildings. His work beautifully integrates traditional Chinese architectural elements with modern design principles. Wang Shu’s designs are not only visually stunning but also deeply respectful of cultural heritage and the environment. The way he uses natural materials and incorporates sustainable practices into his buildings is truly inspiring. His work exemplifies how thoughtful design can create spaces that are both functional and profoundly meaningful.
FS: What was the first thing you designed for a company?
HC: The first project I designed for a company involved creating sci-fi concept art and storyboards for a short film. This experience allowed me to explore my passion for visual storytelling within a professional context, translating imaginative ideas into visual representations that guided the film’s direction and narrative.
FS: What is your favorite material / platform / technology?
HC: My favorite tools for designing are the iPad and Photoshop, as they allow me to quickly sketch and refine my ideas. I also enjoy creating environment models directly in 3D software, which helps me clearly visualize and develop spatial concepts. Despite my preference for digital tools, I also have a deep appreciation for traditional paper and pencil, which offer a timeless and tactile way to explore my creativity.
FS: When do you feel the most creative?
HC: I feel the most creative when I encounter a compelling story that I want to visualize through concept art and storyboarding. Additionally, discovering a fascinating character, architecture, historical period, or culture ignites my creativity, as I am driven to learn more and immerse myself in bringing these elements to life.
FS: Which aspects of a design do you focus more during designing?
HC: During the design process, I focus primarily on the functionality of the design, ensuring it serves its intended purpose effectively. Equally important is the story behind the design, as it adds depth and meaning to the project. I also consider the people who will interact with the design, striving to create an experience that resonates with and engages them.
FS: What kind of emotions do you feel when you design?
HC: When I design, I immerse myself fully in the emotions tied to the story behind the design. I put myself in the shoes of the characters, experiencing their situations and challenges. This deep emotional involvement helps me identify and solve the problems a designer must address, ensuring the final design is both meaningful and effective.
FS: What kind of emotions do you feel when your designs are realized?
HC: When my designs are realized, I feel a deep sense of satisfaction and fulfillment. It’s incredibly rewarding to see my work being used and making a positive impact. Knowing that my design benefits people and contributes to their experiences brings me immense joy and pride as a designer.
FS: What makes a design successful?
HC: A design is successful when it effectively balances aesthetics, functionality, and user experience. It should not only be visually appealing but also solve a problem or fulfill a need in an intuitive way. A successful design tells a compelling story, resonates with its audience, and leaves a lasting impact. Ultimately, it enhances the lives of those who interact with it, demonstrating both creativity and practicality.
FS: When judging a design as good or bad, which aspects do you consider first?
HC: When judging a design, I first consider its functionality—whether it effectively serves its intended purpose. Next, I evaluate the aesthetic appeal, ensuring that it is visually engaging and aligns with the overall concept. I also assess the user experience, considering how intuitive and enjoyable it is for people to interact with the design. Additionally, I examine the storytelling aspect, looking at how well the design conveys its intended message and resonates with the audience.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
HC: From my point of view, a designer has significant responsibilities towards society and the environment. A designer should create solutions that improve the quality of life, addressing social issues and fostering inclusivity and accessibility. Additionally, a designer should prioritize sustainability, using materials and processes that minimize environmental impact. Ethical considerations are also crucial, ensuring that designs respect cultural diversity and contribute positively to the community. Ultimately, a designer should strive to create work that benefits both people and the planet, promoting a better and more sustainable future.
FS: How do you think the "design field" is evolving? What is the future of design?
HC: The design field is rapidly evolving, driven by advancements in technology, changing societal needs, and a growing emphasis on sustainability. Digital tools and platforms are becoming more sophisticated, enabling designers to create more intricate and interactive experiences. There is also a significant shift towards user-centered design, where the focus is on creating solutions that are intuitive, accessible, and tailored to the needs of diverse users. The future of design will likely see an increased integration of artificial intelligence and machine learning, allowing for more personalized and adaptive designs. Additionally, sustainability will continue to be a major focus, with designers seeking innovative ways to reduce environmental impact through eco-friendly materials and processes. Furthermore, interdisciplinary collaboration will become more prevalent, as designers work alongside professionals from various fields to address complex global challenges. The rise of remote work and digital collaboration tools will also influence the design process, making it more flexible and inclusive. Overall, the design field is moving towards a more holistic approach, where aesthetics, functionality, sustainability, and user experience are seamlessly integrated to create impactful and meaningful solutions.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
HC: My last exhibition was in Tokyo, where I had the honor of winning the GRAND PRIX at the Japan Illustrators' Association (JIA) Illustration Awards. This recognition was for the most outstanding work of the year. For my next showcase, I am planning to feature some of my art in a professional design review book, which will highlight my recent projects and achievements.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
HC: My design inspiration comes from a variety of sources, including the natural environment, architectural locations, and literature. For example, I recently completed reading The Neverending Story by Michael Ende, which sparked new creative ideas. Immersing myself in different environments and exploring diverse architectural styles also helps me feed my creativity and generate fresh concepts.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
HC: As a concept artist and visual storyteller in the film and game industry, my design style can be described as immersive and narrative-driven. I focus on creating rich, detailed environments and characters that support and enhance the storytelling process. My style is characterized by a blend of realistic and fantastical elements, aimed at bringing imaginative worlds to life with a sense of authenticity. I pay meticulous attention to texture, lighting, and composition to ensure that each visual element serves the narrative and contributes to the overall atmosphere. What drives me to explore and refine this style is my passion for visual storytelling. I aim to create concept art that not only represents a scene or character but also evokes emotions and tells a story. This approach helps to immerse the audience and make the world-building process more engaging and cohesive. My approach to design involves a deep understanding of the story and context. I start by researching and gathering references to build a solid foundation, then I experiment with different visual ideas and techniques to find the most compelling representation. Throughout the process, I continuously refine my work to ensure that it aligns with the narrative and enhances the viewer's experience.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
HC: I currently live and work in the US, but my cultural heritage as a Chinese national profoundly influences my designs. The rich history, traditional art, and architectural styles from China have shaped my aesthetic sensibilities and creative approach. Incorporating elements from my cultural background adds depth and uniqueness to my work, offering fresh perspectives and diverse visual narratives. Living in the US provides me with access to a broad range of contemporary design trends and technologies, enriching my creative toolkit. This exposure allows me to blend traditional Chinese influences with modern design practices, creating a fusion that resonates with a global audience. However, there are some challenges as well. Navigating cultural differences and ensuring that my designs are understood and appreciated by audiences from various backgrounds can be demanding. Balancing these diverse influences while maintaining a cohesive design vision requires careful consideration and adaptability. Overall, my cultural heritage enriches my designs by providing a unique perspective, while living in the US offers opportunities to integrate these influences with cutting-edge design practices and trends.
FS: How do you work with companies?
HC: I currently work full-time remotely with my employer, and effective communication and collaboration are crucial throughout the design process. As a senior concept artist in the game industry, it's essential for me to stay closely connected with the team to ensure that my designs align with the project's vision and requirements. Additionally, I actively participate in playtests to immerse myself in the game narrative and level design. This hands-on involvement allows me to better understand how my concept art integrates into the overall gameplay experience and make informed design decisions that enhance the game's visual and narrative coherence.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
HC: Generally speaking, companies should look for designers with a strong portfolio that showcases both their technical skills and creative problem-solving abilities. Clear communication and collaboration are essential, so select designers who are responsive and adaptable. Additionally, ensure they have experience relevant to your project's needs and a deep understanding of design principles. When working with a designer, provide detailed briefs and constructive feedback to foster a productive working relationship. Evaluating their past work and seeking recommendations can also help ensure a good fit for your project.
FS: Can you talk a little about your design process?
HC: My design process begins with thorough research on the topic I want to explore. This helps me gather insights and inspiration. Next, I start by writing to clarify my vision and the story I aim to convey. This step helps me define the direction and narrative of the design. Once the concept is clear, I move on to creating fully rendered images, focusing on detailed and polished visuals that effectively communicate the intended message.
FS: What are 5 of your favorite design items at home?
HC: Syd Mead's concept art – His visionary work in futuristic design and world-building is truly inspiring. Hayao Miyazaki's films – The imaginative and richly detailed worlds in his animations continually inspire my creativity. Wang Shu's architecture – His integration of traditional and modern elements in his buildings is both innovative and profound. Tadao Ando's church works – The simplicity and spiritual elegance of his church designs resonate deeply with me. Dieter Rams' complete works – His minimalist and functional design philosophy has had a significant impact on modern design.
FS: Can you describe a day in your life?
HC: A typical day in my life involves a mix of drawing, writing, and reading. I spend time creating and refining my art, followed by exploring new ideas and narratives through writing. I also make time for watching films, which helps me stay inspired and understand different storytelling techniques. Throughout the day, I listen to classical music, as it provides a soothing and inspiring backdrop for my creative process.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
HC: For young designers, my advice is to stay curious and never stop learning. Build a diverse portfolio that showcases your skills and interests. Seek feedback and be open to constructive criticism—it’s vital for growth. Network with industry professionals and stay updated on design trends and technologies. Remember, persistence and passion are key; design often involves trial and error. Embrace your unique perspective and let it shine through in your work. Most importantly, enjoy the creative journey and let your enthusiasm drive you forward.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
HC: Being a designer offers the joy of creativity and the satisfaction of solving problems through visual solutions. It provides opportunities to influence how people interact with and perceive the world. However, it can also involve long hours and tight deadlines, which may lead to stress and burnout. The need for continuous learning and adaptation can be demanding, and designers often face subjective critiques of their work. Balancing creative freedom with client expectations can be challenging, but navigating these aspects is part of what makes the profession both rewarding and complex.
FS: What is your "golden rule" in design?
HC: My golden rule in design is to always prioritize clarity and purpose. Every element should serve a function and contribute to the overall narrative or user experience. Effective design communicates its message effortlessly and aligns with the project's goals. Balancing aesthetics with functionality ensures that the design not only looks appealing but also works intuitively. Staying true to this principle helps create designs that are both impactful and user-centered, making sure that every decision enhances the final outcome.
FS: What skills are most important for a designer?
HC: The most important skills for a designer include strong visual communication, creativity, and problem-solving abilities. Proficiency in design tools and software is essential, as is an understanding of design principles and trends. Critical thinking and the ability to interpret and respond to feedback are crucial for refining designs. Additionally, good project management and collaboration skills help in effectively working with clients and team members. Empathy and user-centered design thinking ensure that solutions are both functional and engaging, meeting the needs of the audience.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
HC: In my design toolbox, I use software like Photoshop and 3D modeling tools for creating and refining visuals. I rely on an iPad for sketching and conceptualizing ideas. Books on architecture and design, such as those by Wang Shu and Tadao Ando, provide inspiration and insights. Classical music serves as a creative backdrop, helping me focus and stimulate my imagination. Additionally, exploring the natural environment and architectural locations fuels my creativity and influences my designs.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
HC: To manage my time effectively, I prioritize tasks and set clear deadlines for each phase of the design process. I break projects into manageable milestones and allocate specific time blocks for focused work. Using tools like project management software helps me stay organized and track progress. I also schedule regular breaks to avoid burnout and maintain productivity. Balancing design work with other activities, such as reading and exploring, keeps my creativity fresh and prevents overworking. This structured approach helps me stay efficient and meet deadlines without compromising quality.
FS: How long does it take to design an object from beginning to end?
HC: The time required to design an object varies depending on its complexity. For simple designs, it might take a few days to a week, while more intricate projects can span several weeks to months. The process includes research, conceptualization, prototyping, and refinement. Each stage involves iterative feedback and adjustments to ensure the final design meets the desired goals and quality standards.
FS: What is the most frequently asked question to you, as a designer?
HC: The most frequently asked question I receive is, "Where do you find your inspiration?" People often want to understand how I generate creative ideas and stay motivated. My response typically highlights sources such as nature, architecture, literature, and personal experiences, as well as how I blend these influences to create unique and engaging designs.
FS: What was your most important job experience?
HC: One of my most important job experience was working as a concept artist for Gearbox Software, where I contributed to environment art and world-building for the Borderlands series. This role allowed me to immerse myself in the game's intriguing story, creating detailed and imaginative visuals that enhanced the overall experience. Being part of such a dynamic team and working on a renowned franchise was a significant milestone in my career.
FS: Who are some of your clients?
HC: Some of my notable clients include Blizzard Entertainment, Framestore, Netease, Gearbox Software, and 1047 Games. Working with these prestigious companies has allowed me to contribute to a range of exciting projects and collaborate with talented teams across the film and game industries.
FS: What type of design work do you enjoy the most and why?
HC: I enjoy visualizing stories through storyboarding and concept art the most. These design forms allow me to bring narratives to life, capturing the essence of the story and translating it into compelling visual elements. This process enables me to explore and communicate complex ideas and emotions, making the story accessible and engaging for the audience.
FS: What are your future plans? What is next for you?
HC: My future plans include continuing my work as a concept artist in the film and game industry while focusing on creating and visualizing my own stories through concept art and storyboarding. I aim to develop original narratives and bring them to life with detailed and engaging visuals, contributing to projects that resonate with audiences and showcase my creative vision.
FS: Do you work as a team, or do you develop your designs yourself?
HC: I work both independently and as part of a team. While I often develop designs on my own, collaborating with others is also a crucial part of my process. Working as a team allows me to integrate diverse perspectives and feedback, which enhances the overall quality of the design. Balancing solo work with team collaboration helps me achieve a well-rounded and effective outcome.
FS: Do you have any works-in-progress being designed that you would like to talk about?
HC: I’m currently working on my own story, focusing on storyboarding and concept design. The project explores themes of sci-fi and adventure, incorporating elements of architecture and an anime style. This work-in-progress allows me to blend these influences into a cohesive visual narrative, and I’m excited about how it will evolve as I continue to develop and refine the designs.
FS: How can people contact you?
HC: People can contact me via email at haimengcao@gmail.com
FS: Any other things you would like to cover that have not been covered in these questions?
HC: I’d like to emphasize the importance of continuous learning and staying curious. The design field is ever-evolving, so keeping up with new techniques, technologies, and trends is crucial. Additionally, embracing feedback and being open to experimenting with different styles can lead to unexpected and exciting creative breakthroughs. These practices are key to growing as a designer and staying inspired in a dynamic industry.
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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