Erdene is an art director and designer. Viewing Erdene’s online portfolio you can see interesting animated figures that direct you to her different projects. She shares her life and career motto, “It’s not how good you are, it’s how good you want to be.” At once you can see her ability to work in many different fields of design.
Erdenechimeg, or simply Erdene, graduated in 2010 from The One Academy of Communication Design Malaysia, majoring in multimedia design. After graduating, she worked for renowned advertising companies in Singapore, including Publicis, Ogilvy & Mather, and JWT Singapore. Currently, she is working towards finding her true, unique style with the career goal of creating her own lifestyle brand.
A firm believer of not restricting creativity to a single discipline, her professional directions are wide, but mainly she concentrates on creative solutions, art direction, design, illustration, interactive design, and fashion and beauty.
She has won numerous awards, such as “Most Outstanding Portfolio” at Singapore’s Portfolio Night 2011, the Silver Effie 2013 for her anti-binge drinking campaign “Last Man Standing”, gold and silver accolades at 2013 Spikes Asia, and the most prestigious advertising award, the Cannes Lions, with “Sharing Can” for Coca-Cola.
How do you find inspiration?
I collect everything that interests me visually or conceptually. Since inspiration comes from real life experiences, it’s also important to go out, make friends, meet interesting people and travel.
What is the best part of being an art director?
I really enjoy the process of idea generation. Another favorite part of mine is art directing where I need to explore different types of visual styles.
As you know, art is very subjective in nature. What some people like, others do not. I’m sure you’ve received both positive and negative feedback in your career, but what I want to know, is how you handle the negative criticism.
Yes, it’s true that art is subjective. So you need to have a strong rationale behind your work and be able to explain it to anyone. You also need to be confident and stand by your opinion. That doesn’t mean close yourself off from feedback, but listen to constructive feedback and make changes if you feel it improves the work. It’s also worth noting that while art is about self-expression, advertising is about communication. A beautiful piece of art that doesn’t communicate the message; it’s worthless in advertising.
Do you think your Mongolian roots are reflected in your work?
Unfortunately, I don’t see it in my commercial work. I never really have done work for a Mongolian audience or for Mongolian products, although I’m looking for that opportunity. That’s why I try to do work that is inspired by Mongolian culture in my free time. I’m truly fascinated by Mongolian script. It’s not so much utilized in modern design. As a Mongolian, I hope to do typography work using Mongolian script. I also hope to do my little part in stepping up the Mongolian design and advertising industry. I joined the Mongolian designers group “Bid Mongol Aguulga” and also started a blog at www.erdene.co to share my experience.
What’s the coolest art tip you’ve ever received?
In the beginning of my career, I was made art director on a big regional campaign and was worried that I didn’t have enough experience. But my senior colleague told me that there is no wrong or right in advertising, so be confident.
Coca-Cola “Sharing Can” was really interesting. Explain the idea to us, and the results.
Me and my two other colleagues came up with this idea one year prior to the production of the advertisement. Coca-Cola branding is all about sharing happiness. So we got this simple idea to design Coca-Cola’s classic one-person can for two. People just had to split Coke down in the middle. Half for the person, half for someone you love – half the size resulting in twice the happiness. It was a successful campaign and won many awards, such as the Cannes Lions, London International Awards, and has nearly two million hits on YouTube currently.
What are your future career goals?
I want to continue working in advertising. Also, I want to keep exploring my personal style in my free time and try to make lifestyle products, such as a phone cases, greeting cards, calendars, and so on.
What are your dreams?
My ultimate dream is to have a global lifestyle brand that is inspired by Mongolian culture.
To see samples of her work go to: www.erdene.co