Creative Minds: Ata Zhao is still waiting for aliens, and writing ads in the meantime
After dropping out of not one, but two universities, the TBWA creative director found his calling in crafting joyful ads, solving client problems, and waiting for extraterrestrial contact.
Social Media Content Manager, Soapvideo, Beijing (2017 - 2019)
1. How did you end up being a creative?
It was a coincidence—or destiny. I majored in Mechanical Engineering at university, but I always felt that it wasn’t really for me. Every day was just... a struggle. For fun, I started writing jokes on social media and got a lot of likes there. When I was at my lowest point, hating university and thinking about dropping out, a friend reached out. He said he liked my work and wanted to invite me back to China to collaborate on creative ads. Since then, I've realised that I actually enjoy doing creative work. I like coming up with ideas, writing, designing, solving problems for clients, and creating things that make people smile or laugh. And somehow… that’s how I became a creative.
2. What's your favourite piece of work in your portfolio?
"The Circulation" for BMW. How can we make "circulation" feel different and more fun for World Environment Day? My Creative Director and I discovered an interesting fact: in Chinese, the words "loop" and "circulation" are actually the same word. That sparked the idea for this video, where every word connects to the next, creating an endless loop - something like “bear - recycle - environment…” if you describe it in English. Using a "circulating" video to tell a "circulation" story - simple and fun as that.
3. What's your favourite piece of work created by someone else?
Recently, it's McDonald's Japan's No Smiles campaign. It's direct, clever, and full of insight - I really like it. Every year, we see so many great ideas from around the world. Moments like these remind me that doing creative work is so awesome.
4. What's the craziest thing you've ever done?
Dropping out of university. Then getting into another one abroad… and dropping out again. Might sound a little nuts, but I have no regrets.
5. What's on your bucket list?
Seeing aliens. I really believe there’s more than one kind of intelligent life out there in the universe. It’d be amazing if I could actually meet aliens in my lifetime…
6. Who is or was the most important person in your life (not including parents, spouse/partner, or children)?
No one. For me, many people are important — but I wouldn’t say anyone is “the most important.” Without the presence of any one of them, perhaps my life wouldn’t be what it is today.
7. What career did you think you'd have when you were a kid?
A Pokémon trainer. Honestly, I still feel like my life was meant to be spent adventuring with my favourite Pokémon, not sitting in an office.
8. What really motivates you?
I love the feeling of using my brain. Constantly thinking, experimenting, and finding new, interesting, and effective ideas—that’s the best part of working in advertising.
9. What’s your favourite music / film / TV show / book / other of the past year, and why?
I’d rather name a game, it's Street Fighter 6. If you’re into it, hit me up for a match.
10. What food can you not live without? What food would you be happy to never taste again?
Tacos and burritos. All praise to the people of Mexico - thank you for your outstanding contributions to the world of flavour. But please go easy on the spice. I’m weak.
