We caught up with the brilliant and insightful Zhentao Xia a few weeks ago and have shared our conversation below.

Zhentao, thanks for taking the time to share your stories with us today We’d love to hear about when you first realized that you wanted to pursue a creative path professionally.

From my earliest childhood days, nestled in the serene countryside, I felt an intrinsic connection to the natural world around me. Even before formal art training, I was drawn to sketching everything from simple symbols to cartoon figures in the fields, channeling the fascinating ideas in my mind onto this natural backdrop. The vast expanses of woods and fields were not just a backdrop to my youth, but a canvas that sparked my imagination. This early exposure to nature’s unstructured beauty instilled in me a deep appreciation for organic forms and colors, elements that later became integral to my creative expression.

My parents, recognizing my penchant for the arts, nurtured my creativity with an open heart. They saw in me a spirit that yearned for expression beyond the conventional paths. In an environment where many youths were steered towards traditional academic success, I was free to explore art and culture. This freedom was not just a gift, but a profound responsibility that I embraced wholeheartedly.

As I delved into various art forms – Go, Chinese calligraphy, and traditional ink painting – each discipline taught me more than just techniques; they were lessons in patience, precision, and the beauty of storytelling through art. These forms of cultural expression became a part of my artistic vocabulary, enriching my understanding of design and creativity.

As I stood at my career’s crossroads, I decided to focus on design and creativity. My thoughts have always been unbound, and I believed that a career in design and creativity would not only embrace but also amplify my imaginative ideas.. My path was clear, driven by an unyielding passion to translate the whispers of my imagination into tangible realities. The world of design and creativity was not just a career choice, but a sanctuary for my free-spirited thoughts, a place where they could soar without bounds. This journey has been one of self-discovery, a testament to the power of nurturing one’s true passions and the profound impact of a supportive family and an unbridled connection with nature.

Zhentao, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

In my journey through the creative world of advertising, photography, and graphic design, I have always sought to blend the precision of my industrial design background with the boundless creativity of narrative storytelling. As I pursue my master’s degree in Advertising, I find myself at the intersection of art and strategy, where every project becomes an opportunity to weave a compelling story.

My approach to advertising is deeply rooted in the belief that the most powerful brand connections transcend mere transactions. They are about crafting stories that resonate at an emotional level, stories that turn brands into companions and confidants in the eyes of their audience. This philosophy guides my work, as I seek to create advertising campaigns that are not just visually stunning, but emotionally engaging, leaving a lasting impression on the viewer.

In photography, my passion is in capturing the essence of a moment, the unspoken narratives hidden in everyday scenes. My lens is drawn to people and their interactions with the world around them. I strive to capture not just the physical beauty of a scene, but the emotional landscape behind it. Whether it’s a candid shot in a bustling city street or a quiet moment in a natural setting, my photography aims to tell the story of the subject and their environment, creating a window into their world.

As a designer, my work is a delicate balance between form and function, infused with an artistic sensibility honed through years of exploring different mediums. My industrial design experience has taught me the value of precision and practicality, while my foray into advertising and photography has enriched my perspective, allowing me to infuse my designs with emotion and narrative depth. What sets me apart is my ability to see the world through a lens of creativity and empathy. I believe that the most impactful designs and campaigns are those that speak to the heart as well as the mind. My goal is to create work that not only serves a practical purpose but also tells a story, evoking emotion and sparking curiosity.

For you, what’s the most rewarding aspect of being a creative?

In my creative journey, while I approach my work with utmost seriousness, infusing a sense of playfulness and joy is equally paramount to me. I firmly believe that creativity thrives in an atmosphere of levity and love for life. After all, what is life without a little fun? This philosophy is a cornerstone of my approach, both in life and in my creative endeavors. I hold a deep conviction that as a creator, maintaining a heart that loves life and revels in joy is essential. This outlook not only shapes my personal experiences but also profoundly influences my creative processes. In every project, I strive to inject a sense of whimsy and unexpected delight. Whether it’s a subtle twist in a design, an unexpected turn in a narrative, or a humorous element in an ad campaign, these are reflections of my philosophy that life and work should not only be lived but also enjoyed.
Embracing this playful spirit does more than just make the work process enjoyable; it opens up a wellspring of creativity. When you love life, ideas flow more freely, challenges become opportunities for innovation, and even setbacks are met with resilience and a smile. My work often features these elements of surprise and joy, setting it apart in a way that not only engages the audience but also leaves a lasting impression.
For me, the essence of true creativity lies in a deep understanding and appreciation of life. When you cherish your own life, your creative work becomes an extension of your joy and passion. This connection transforms the creative process into an enriching experience, not just for me but for everyone who interacts with my work. I believe it’s this lighthearted approach to creation that makes my work unique and memorable.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

One aspect of the creative journey that non-creatives might struggle to understand is the concept of ’embracing uncertainty’. The path of a creative professional is rarely linear or predictable. Unlike many traditional careers, where progress can be measured in clear and structured milestones, the creative process is often more fluid and organic. It involves a lot of experimentation, failures, and unexpected turns. The ability to embrace this uncertainty, to find comfort in not knowing exactly where a project might lead, is fundamental in the creative field.

Another point is the depth of emotional investment in our work. Creativity is not just a skill or a job; it’s a form of personal expression. Our projects often reflect our inner thoughts, feelings, and experiences. Therefore, the creative process can be intensely personal and, at times, emotionally taxing. Non-creatives might see the end product as just a piece of art or a campaign, but for us, it could represent a journey of self-discovery and emotional exploration.

Additionally, the value of creative work is sometimes underestimated. The outcome of creative endeavors – be it a piece of design, a photograph, or an advertising campaign – is often the tip of the iceberg. What is not seen is the extensive research, the multitude of drafts, the countless hours of refinement, and the ongoing process of learning and skill development. It’s a profession that demands not only talent but dedication, resilience, and a constant drive for improvement.

Finally, the creative process is often a solitary journey. While collaboration is a part of many projects, a significant portion of our work involves solitary exploration and execution. This isolation can be both a blessing and a challenge, requiring a balance between introspection and external inspiration.

Contact Info:

• Website: www.xiasworld.com
• Instagram: https://www.instagram.com/sum_azl/
• Linkedin: www.linkedin.com/in/evensxia