• Reportage
• Reportage

Source: Campaign Asia
Science student turned art director, dog lover, tattoo collector and aspiring solo traveller—Michelle Fu takes on our 11-question challenge.

In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured?

Name: Michelle Fu
Origin: Petaling Jaya, Malaysia
Places lived/worked: London, UK; Petaling Jaya, Malaysia
Pronouns: She/her

CV:

・Digital Art Director, Kingdom Digital, Malaysia (2018-present)
・Graphic Designer, IPG Mediabrands, Malaysia (2016-2017)

1. How did you end up being a creative?

I was actually a science stream kid in high school. I thought I’d become a vet or a psychologist. Plot twist: I always gravitated back to the arts. Whenever I had free time, I was painting, crafting, and expressing myself visually. It just felt natural to me. Along the way, I realised art had my heart (and attention span). So I followed the thing that kept me excited, and that’s how I pursue my studies as a creative.

Click here to see the video

2. What’s your favourite piece of work in your portfolio?

If I had to pick one, it would be Applecrumby, Kisah Kasih Ibu. Together with my team, we crafted a story about motherhood that felt real, emotional, and relatable. From brainstorming ideas to refining the visuals and narrative, every team member’s contribution made the story richer and more authentic. We even got to see it on the big screen in cinemas and through on-ground activations, which made the experience even more exciting. Seeing the campaign resonate with people was incredibly rewarding and reminded me why I love being a creative. Above all, it showed me what’s possible when a team works together with passion, care, and heart.

3. What’s your favourite piece of work created by someone else?

Yasmin Ahmad’s Petronas ads have always been a huge inspiration to me, from my student days until now—may she rest in peace. I’ve always admired how she captures simple, real moments and turns them into stories that are both heartfelt and relatable. Her work pulls at the heartstrings of fellow Malaysians while staying authentic and genuine, showing the power of storytelling to connect people and evoke emotion. It’s the kind of creative work I aspire to make.

4. What’s the craziest thing you’ve ever done?

Gone on an 80km hike over 4 days, carrying a 60L backpack. Definitely tested my limits and endurance.

5. What’s on your bucket list?

Solo travelling. I usually follow other people’s lead and switch my brain off when I travel, so doing it alone feels exciting and slightly terrifying in the best way.

6. What advice would you give to 10-year-old you, if you could?

You were never too quiet. You were listening, noticing, and thinking deeply. One day, that will work in your favour.

7. What’s the last song/artist you listened to?

Matt Maeson’s Hallucinogenics – Valis Alps remix just messes with my brain in the best way.

8. Tell us about your tattoo(s).

Some are meaningful reminders of who I was and who I’m becoming. Others, simply because I liked them.

9. Do you have a nickname? How did you get it?

Mostly shortened versions of my name once people get comfortable. It ranges from Mich to Michmich to Mifu and continues to evolve.

10. Cat person or dog person?

Dog person, all the love and cuddles, but I still can’t resist other animals.

11. Any regrets?

I’ve made a few missteps, but they taught me more than I could have imagined, except maybe my teenage haircut choices.

End article
Read article at:
https://www.campaignasia.com/article/creative-minds-she-thought-she-d-become-a-veterinarian-or-psychologist-but-the-arts-kept-calling/4dqbhhxzyxcyn4s7n17vq60txy?bulletin=457cmfxvrcn6svtm0yxfmtmjcr&mc_cid=ca245835e4&mc_eid=edacc06b30