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Interview with Zhike Yang |
Home > Designer Interviews > Zhike Yang |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Zhike Yang (ZY) for A’ Design Award and Competition. You can access the full profile of Zhike Yang 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?
ZY: My journey into art and design began with my experience designing training, which taught me how vision works with feelings. Watching inspiring and touching films like "Frozen" and "Spirited Away" gave me the opportunity to explore the high-concept branches of the world. I self-taught storyboard skills and was fortunate to receive feedback from kind directors and industry professionals. This real-world training process was invaluable in shaping my career.
FS: Can you tell us more about your company / design studio?
ZY: Boxon Media, founded in 2018, is based in China and collaborates with artists globally. We excel in developing compelling narratives across various platforms, from feature films to VR movies. Our focus is on exploring human vulnerability and societal pain points, making a significant impact in storytelling. We also seek opportunities to help client groups tell their own stories. This dedication has positioned Boxon Media as a leader in innovative narrative creation, appealing to a diverse international audience and potential clients looking for cutting-edge storytelling solutions.
FS: What is "design" for you?
ZY: Design is a vision and opportunity to explore the myriad possibilities of different branches of the world. It's the art of transforming abstract ideas into tangible experiences that resonate deeply with people. For me, design is about capturing the essence of a story or emotion and bringing it to life through visuals. It's a powerful tool that bridges the gap between imagination and reality, allowing us to create immersive experiences that leave a lasting impact.
FS: What kinds of works do you like designing most?
ZY: I am passionate about creating stories and visuals that combine an emotional core with themes of relationships and self-challenge. My favorite projects are those that push the boundaries of storytelling and evoke strong emotional responses from the audience. Whether it's a feature film, VR experience, or an animated short, I strive to create works that touch hearts and inspire minds.
FS: What is your most favorite design, could you please tell more about it?
ZY: One of my favorite designs is the film "The Greatest Showman." I admire its perfect balance between music, visual exaggeration, and a well-adapted story that resonates with modern trends. The film's ability to combine these elements seamlessly while delivering a powerful message about inclusion and self-acceptance is truly inspiring. It exemplifies how design can elevate storytelling and create a memorable experience for viewers.
FS: What was the first thing you designed for a company?
ZY: The first design I created for a company was a set of posters for a 3D animated movie. Seeing my initial sketches transform into a three-dimensional visual was a pivotal moment for me. It was my first experience of how design can bring ideas to life and evoke emotions in viewers. This project ignited my passion for CG storytelling and set me on my path as a visual artist.
FS: What is your favorite material / platform / technology?
ZY: My favorite medium is combine of traditional materials in digital, computer graphics. The richness of detail and the dimensionality it offers provide a vast canvas for immersive storytelling. CG allows me to create complex visual narratives that can captivate and engage audiences in ways that traditional media cannot. The endless possibilities it offers make it my preferred platform for bringing my creative visions to life.
FS: When do you feel the most creative?
ZY: I feel most creative when I'm sitting on a rooftop balcony with a notebook and pen in hand. The open sky and serene environment inspire a flow of ideas and creativity. It's in these moments of tranquility that I can freely explore my thoughts and translate them into compelling visual stories.
FS: Which aspects of a design do you focus more during designing?
ZY: I focus primarily on resonating with the audience’s memory and emotions. It's crucial for me that my designs evoke a strong emotional response and create a lasting impression. I pay close attention to the narrative elements, composition, and visual details to ensure that the story I am telling connects deeply with the viewers.
FS: What kind of emotions do you feel when you design?
ZY: Designing is an emotional journey for me, filled with excitement and occasional frustration. I feel a rush of exhilaration when I come up with a great idea and can't wait to bring it to life and share it with others. Conversely, there are times when ideas are elusive, and the process becomes challenging, which can be disheartening. However, these emotional highs and lows are what make the creative process so fulfilling and drive me to keep pushing the boundaries of my work.
FS: What kind of emotions do you feel when your designs are realized?
ZY: When my designs are realized, I feel a mix of surprise and cheerfulness. It's incredibly rewarding to see how the audience engages with and reacts to my work. Knowing that they have embarked on the journey I envisioned and experienced the emotions I intended to convey is a profound and joyful experience. It's a validation of my creative efforts and a reminder of the power of visual storytelling.
FS: What makes a design successful?
ZY: A design is successful when it effectively tells a compelling story and resonates emotionally with its audience. It should communicate its narrative clearly and leave a lasting impact, making viewers reflect and connect. A successful design blends narrative clarity, emotional engagement, and visual harmony, ensuring that each element supports the overarching story.
FS: When judging a design as good or bad, which aspects do you consider first?
ZY: I first assess the narrative clarity—how well the design tells its story. Next, I evaluate the emotional connection it creates with the audience. A good design should evoke the intended emotions and draw viewers into its world. Finally, I look at the visual execution, ensuring it enhances the narrative and provides a cohesive experience.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
ZY: Designers are storytellers with the power to influence and inspire change. We have a responsibility to create narratives that promote sustainability, inclusivity, and social awareness. By addressing environmental and societal issues through our designs, we can raise awareness and drive meaningful conversations, contributing to a better world.
FS: How do you think the "design field" is evolving? What is the future of design?
ZY: Understood. Let's frame your answers to show your expertise as a storyteller and narrative visualizer while addressing the general design industry. 12. What makes a design successful? A design is successful when it effectively tells a compelling story and resonates emotionally with its audience. It should communicate its narrative clearly and leave a lasting impact, making viewers reflect and connect. A successful design blends narrative clarity, emotional engagement, and visual harmony, ensuring that each element supports the overarching story. 13. When judging a design as good or bad, which aspects do you consider first? I first assess the narrative clarity—how well the design tells its story. Next, I evaluate the emotional connection it creates with the audience. A good design should evoke the intended emotions and draw viewers into its world. Finally, I look at the visual execution, ensuring it enhances the narrative and provides a cohesive experience. 14. From your point of view, what are the responsibilities of a designer for society and environment? Designers are storytellers with the power to influence and inspire change. We have a responsibility to create narratives that promote sustainability, inclusivity, and social awareness. By addressing environmental and societal issues through our designs, we can raise awareness and drive meaningful conversations, contributing to a better world. 15. How do you think the "design field" is evolving? What is the future of design? The design field is evolving towards more immersive and interactive storytelling experiences. With advancements in technology like VR and AR, designers can create multi-dimensional narratives that offer deeper engagement. The future of design lies in integrating these technologies to craft experiences that are visually stunning and emotionally impactful.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
ZY: My last film showcase was in 2023 at the United states tour, showcasing animated films to child and families. Seeing the audience engage with the narratives was incredibly rewarding. I am planning my next exhibition for late 2024, focusing on blending traditional storytelling with cutting-edge digital technology for more immersive experiences.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
ZY: My design inspiration comes from a blend of external experiences and introspective exploration. I seek out new experiences to broaden my perspective, but I also look inward, catching feelings and emotions that I’m eager to tell. These emotions often resonate with people from different cultures. Additionally, I draw inspiration from films, art, literature, and everyday interactions, constantly observing and reflecting on how stories can be visually communicated.
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?
ZY: My design style is narrative-driven and emotionally resonant, focusing on visual storytelling. I was drawn to this style through my passion for films and stories that explore deep human emotions, like "Frozen" and "Spirited Away." The main characteristics of my style include intricate details, dynamic compositions, and immersive experiences. My approach involves thorough research, iteration, and collaboration to ensure that every element supports the narrative and enhances the viewer's emotional connection.
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?
ZY: I live in China, a country rich in cultural heritage and history. This cultural backdrop profoundly influences my designs, providing a wealth of stories, symbolism, and artistic traditions to draw from. The pros include a deep well of inspiration and unique perspectives that make my work stand out globally. However, the cons involve navigating varying expectations and balancing traditional elements with modern design trends to appeal to a broader audience.
FS: How do you work with companies?
ZY: I work closely with companies to understand their vision, goals, and target audience. This involves regular communication, presenting initial concepts, and iterating based on feedback. Collaboration is key, as it ensures that the final design aligns with the company's objectives and resonates with their audience. I strive to maintain a balance between creative innovation and meeting the client's practical needs.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
ZY: Companies should look for designers who have a strong portfolio that demonstrates both creativity and the ability to meet project goals. Effective communication and a collaborative spirit are essential. Companies should also provide clear project briefs and be open to the designer's insights and suggestions. Selecting a designer who shows adaptability and a keen understanding of the company's vision and target audience will lead to successful collaborations.
FS: Can you talk a little about your design process?
ZY: My design process begins with understanding the narrative and the emotional journey we want the audience to experience. I immerse myself in the story, identifying key moments and themes that need to be visually highlighted. I start by brainstorming and sketching rough thumbnails to capture the essence of each scene. This step is crucial for experimenting with different compositions, camera angles, and character poses. Once the initial concepts are approved, I develop detailed storyboards, focusing on pacing, continuity, and visual storytelling techniques. I ensure each frame effectively conveys the intended emotion and advances the narrative. Collaboration is a key component of my process. I regularly engage with directors, writers, and other team members to refine the storyboards and incorporate feedback. This iterative approach helps in aligning the visual direction with the overall vision of the project. In the later stages, I might create animatics to visualize the timing and movement within scenes, providing a clearer picture of the final product. Throughout the process, my goal is to ensure that every visual element supports and enhances the storytelling, creating an immersive and emotionally resonant experience for the audience.
FS: What are 5 of your favorite design items at home?
ZY: My sketchbooks, filled with ideas and concepts. A custom-designed ergonomic chair that supports long hours of creative work. A high-quality graphics tablet for digital illustrations. A collection of art books from various artists and designers for inspiration. A meticulously organized workspace that promotes creativity and efficiency.
FS: Can you describe a day in your life?
ZY: My day starts with a light jog in the park, setting a positive tone. Mornings are spent sketching storyboards and collaborating with directors. A midday frisbee break sparks creativity. Afternoons involve refining storyboards and animatics, followed by team meetings to share ideas. Evenings are reserved for personal projects and relaxation, often with an inspiring film or sketching future ideas. This balanced routine keeps me energized and creatively fulfilled.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
ZY: Embrace curiosity and never stop learning. Focus on storytelling and emotional resonance in your work. Seek feedback from peers and mentors, and don't be afraid to iterate and refine your ideas. Balancing technical skills with creative vision is key to success.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
ZY: Positives: Creativity and innovation, the joy of seeing ideas come to life, and the ability to impact audiences emotionally. Negatives: Tight deadlines, creative blocks, and the challenge of balancing client expectations with artistic vision.
FS: What is your "golden rule" in design?
ZY: Always prioritize storytelling and emotional connection. A design should resonate with the audience on a deeper level, beyond just aesthetics.
FS: What skills are most important for a designer?
ZY: Strong storytelling, technical proficiency in design software, an eye for detail, and the ability to collaborate effectively with a team.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
ZY: My toolbox includes Adobe Photoshop, Illustrator, Storyboard Pro, and Wacom Cintiq. Books on storytelling and cinematography, and films like "The Greatest Showman" for inspiration.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
ZY: I prioritize tasks, set clear deadlines, and take regular breaks to maintain creativity and productivity. Balancing work with light activities like jogging helps keep my mind fresh.
FS: How long does it take to design an object from beginning to end?
ZY: The timeline varies based on complexity, but a typical storyboard sequence can take from a few days to a couple of weeks, depending on revisions and feedback cycles.
FS: What is the most frequently asked question to you, as a designer?
ZY: "Where do you get your inspiration from?" I often share that my inspiration comes from both personal experiences and exploring new environments, as well as from films and stories that resonate emotionally.
FS: What was your most important job experience?
ZY: My most important job experience was creating the visual development and storyboarding for a major Warner Bros 3D animated feature. This role honed my skills in narrative visualization and collaboration with a high-profile team.
FS: Who are some of your clients?
ZY: My clients include major studios such as Warner Bros., Aniplex, and ByteDance, and also a lot of culture groups and studios. Collaborating with these industry leaders has refined my storytelling and design skills.
FS: What type of design work do you enjoy the most and why?
ZY: I enjoy creating storyboards and visual narratives that evoke strong emotional responses. Crafting stories that connect with audiences on a deep level is incredibly fulfilling.
FS: What are your future plans? What is next for you?
ZY: I aim to continue pushing the boundaries of visual storytelling, exploring new technologies like VR and AR. My goal is to tell compelling stories that resonate globally and drive innovation in the industry.
FS: Do you work as a team, or do you develop your designs yourself?
ZY: I thrive in collaborative environments, working closely with directors, producers, and other artists. However, I also enjoy developing initial concepts independently to bring a unique vision to the team.
FS: Do you have any works-in-progress being designed that you would like to talk about?
ZY: I am currently working on a new VR narrative project that explores human emotions and societal themes. This project aims to create an immersive experience that engages and challenges the audience.
FS: How can people contact you?
ZY: People can contact me via email at: zhike_yang@126.com or through my professional website, www.kekyang.com.
FS: Any other things you would like to cover that have not been covered in these questions?
ZY: I am passionate about mentoring emerging artists and designers, sharing my knowledge and experiences to help them navigate the industry. Fostering new talent is crucial for the future of storytelling and design.
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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