Meet Chris Wu

We recently connected with Chris Wu and have shared our conversation below.

Chris , we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

It’s a fair question, but honestly, it’s one that stumps me. Because the answer is a bit of a moving target. There’s this whole idea that “finding your purpose” is a grand, heroic moment of clarity—like you’re walking down the street, minding your own business, and suddenly a bolt of lightning strikes, you hear a chorus of angels and boom, you know exactly what you’re supposed to be doing with your life. And I find that a bit of a trap.

For me, the question, “How did you find your purpose?” implies a destination, a final answer, a moment of clarity when everything clicks into place and life makes perfect sense. It suggests a singular, unchanging goal.

But if I’ve learned anything from my journey, it’s that the search for purpose is not a linear path with a neatly defined endpoint. Instead, it’s a dynamic, ever-evolving process, where the journey itself is where the true meaning lies. I haven’t decided yet if I’m on board with this inherent sense of finality, as if there’s one right answer, and the moment when I “find” it; that’s the end of the story. In my experience and in what I do as a designer, it’s the twists and turns, the trial and error, the unexpected challenges and discoveries that continually shape my sense of purpose. For me, it’s a lot like life itself, it’s not about reaching the final destination; because, well, honestly that feels grim, but about continuously growing, adapting, and learning along the way.

Let me give you an example: I started in the entertainment business as a lighting designer, for many years, traveling around the country working on destination college tour concerts. Looking back, it’s easily one of the fondest times of my life; packed hyped crowds in local town arenas parting with bands like the Foo Fighters, No Doubt, Pennywise and RUN DMC on stage. I could have easily convinced myself that I had found my purpose. But here’s the thing: if I’d stayed in that comfy little bubble forever, I may have never had the courage to step out and explore what more I could do. I would’ve never taken the leap to do bigger things—like starting my own company that designs and produces full-blown festivals and events.

And isn’t that the funny thing about purpose? It hasn’t been about finding a final answer that makes everything else make sense. It’s been about allowing myself to evolve, to step into the unknown, and to be okay with the fact that I don’t have all the answers.
In design, as in life, it’s the process that defines the purpose. As a designer, I continue to learn to look at every challenge, and every project, not simply as something to finish but as something to evolve. The craft doesn’t end when the last nail is set, or the last wire is plugged in. It’s in the interaction, the feedback, and the collaboration that the design truly finds its form. In much the same way, our purpose isn’t fully formed until we’ve had the chance to reframe, reevaluate, and iterate. The process, not the result, is what makes us human. It’s what allows us to adapt, to shift direction when necessary, and to grow in ways we never thought possible.

It has taken an enormous amount of self-evolution to continually take that risk and step into the unknown, the uncharted waters, that make the whole thing exciting. And honestly, I think that’s what purpose is really about embracing the process, rather than hunting for a finish line. You don’t “find” purpose, you create it. You learn, you grow, and eventually, you start to see the bigger picture. The best part? The horizon keeps moving. One day, I might look at the experiential scene and say, “Alright, what’s next?” And I’ll dive into that next thing, unsure of what it’ll look like, but excited about what could be. And that, I think, is what purpose is all about: it’s the courage to step beyond, knowing that your experience, your mistakes, and your victories all add up to something meaningful.

So, how did I find my purpose? Well, to be blunt: I didn’t. I’m still finding it. But that’s what makes the journey so damn exciting.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m one of three co-founders at our company, HATCH.im. We create experience-driven marketing activations and events that bring brands and consumers together in the entertainment space. I head up the creative studio, supporting both the sales and production teams, and collaborating with an extraordinary group of designers and producers.

I graduated from the University of Southern California’s School of Cinema-Television with an emphasis in visual arts and photography. I started my career in live entertainment over 25 years ago as a production tech for concerts and live events. That experience has given me a unique perspective on how people connect. That insight has become the cornerstone for how I approach the experiential industry and its role in how it can effectively connect brands with consumers.

HATCH took flight in 2012 with an immersive multi-media experience that brought together Mercedes Benz and Mike D of the Beastie Boys, drawing thousands of visitors to the Geffen Contemporary of LACMA. Since then we’ve been creating experiential marketing activations with brands such as Aston Martin, Rolex, Sephora, Riot Games, Jack in the Box, Legendary Entertainment, LG, the NFL, T-Mobile, Pepsi Co., Roc Nation, and iHeartMedia.

What excites me is how the landscape of the experience economy is developing beyond traditional spectator experiences. It’s pretty remarkable that we live in an age where experiences are worth more than things and I find it refreshing that people are investing in experiences—concerts, pop-up art installations, immersive brand activations—anything that makes them feel like they’re part of something bigger. And that’s why I’m so drawn to experiential marketing; not only for the challenges that come inherently with the projects, but because the industry is constantly changing at breakneck pace, creating so many different avenues in design to explore.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Three qualities that have been most impactful in my journey are:

1. Learning how to be empathetic.
It’s really hard to put yourself in someone else’s shoes. But here’s the kicker: in a world where everyone is scrambling to create the next memorable experience, what’s the secret ingredient that makes it work? It’s not flashy lights or cool tech. It’s empathy. I’ve had to learn to look at any design challenge from multiple perspectives, helping me create events that resonate with audiences.

Sure, your brand might have the coolest new gadget on the market, but if your activation only speaks to your target audience’s ideal version of themselves, you’re missing the mark. If you can empathize with them, you’ll realize that they don’t just want to see a shiny new product—they want to feel like it’s part of their life. If your activation isn’t rooted in empathy, it can come across as tone-deaf. The more I practice empathy, the more I realize that other people’s ideas can be better than mine. It’s hard to admit, especially when you’ve spent weeks tweaking your design and perfecting your concept. But guess what? If you’re too precious about your ideas or too focused on your ego, you’re going to miss out on some killer insights that could take your project to the next level. Open up to incredible possibilities that you will find to make honest connections with an audience. And that is a very human experience. I truly believe memories that are shaped on that kind of human level fuel successful marketing executions.

2. Checking My Ego
This is a hard one and it took me a long time to embrace humility and check my ego. It’s the thing that makes you think, “Well, I’m the expert here, so my way is the right way.” But here’s the problem— ego is the silent killer of collaboration.

Let’s be clear: collaboration doesn’t mean that every idea will get a free pass. It doesn’t mean throwing out your entire design in favor of someone else’s vision. But it does mean being open to change and letting go of aspects of your design or process that might not serve the bigger picture. This is where true innovation happens—when you’re not holding on too tightly to your preferences and can see the value in someone else’s viewpoint. That’s how you create those “radical moments” that experiential marketing is all about. Experiential marketing is a team sport. It requires a balance of ideas, voices, and perspectives. When the ego dominates, it can create dysfunction—both within your team and with your clients.

Empathy, on the other hand, allows you to leave your ego at the door and focus on the shared goal: creating an experience that connects with people. It’s about putting yourself in the shoes of the audience and asking, “What do they need from this? What would make this memorable for them?” It’s about looking at the project through the lens of everyone involved, not just yourself.

3. Take Accountability: The Secret Ingredient to Being a Great Design Team Member.
I’ve had to face the fact that being in creative design doesn’t mean I have a license to be lost in my world, unbound by time or consequence. In the context of a design team, being accountable means something very specific, and—brace yourselves—it involves a healthy dose of vulnerability. But I’ve come to realize it’s a good thing. Step up, take responsibility for the decision—or lack of one—and figure out how to fix it. Like an adult. With a sense of humor (because, honestly, you’ll need it).

Accountability Means Owning Your Decisions (even the bad ones). Maybe your genius concept for the set design doesn’t translate well in real life. Or maybe you misunderstood the client’s vision and went off on a creative tangent that now requires a major course correction. What I’ve realized is, that’s okay. As long as I own it. Because when you take responsibility for your decisions—good, bad, or ugly—you allow yourself to learn. Accountability Makes You Vulnerable. And That’s Awesome. Being vulnerable has allowed me to be open to feedback, willing to show where I might be wrong, and letting my guard down just enough to admit that I don’t have all the answers. I’m good with admitting that sometimes, I need help. And no, that’s not a sign of weakness—it’s a sign of strength. When you’re accountable, you show your team that you’re willing to listen, learn, and improve. You’re not afraid of criticism because you know it’s not about you as a person—it’s about the work. And that’s key. Design isn’t about being precious with your ideas or throwing your hands up when things don’t go according to plan. It’s about making things better, together.

My advice to you:

Constantly work on being empathetic, setting ego aside, and being accountable. These skills aren’t just nice-to-haves; combined, they are the secret sauce to creating experiential marketing that truly works. Those skills open you up to new ideas, help you collaborate effectively, and ultimately allow you to create experiences that bring people together to share radical moments and entertainment experiences in a deeply human way. And in the world of experiential marketing, that’s exactly where the magic happens.

A great experiential marketing campaign doesn’t just show people something. Ultimately, the best experiential activations are the ones that string together moments that make people feel something. And those moments don’t come from flashy tech or big-budget stunts. They come from understanding what your audience cares about, what they’re experiencing, and what they need at that moment. Done right, those moments make memories.

Tap into those emotional triggers, creating experiences that resonate on a deeper level. When you can design an event or campaign that connects with people on a personal level, you’re not just creating a marketing tool—you’re creating a memory. And that’s the kind of experience that drives success in today’s experience economy.

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

Absolutely. Collaboration is the key to innovation and I’m all on board to see where we can, collectively, as designers and storytellers, create new and exciting intersections where people connect.

Contact Info:

• Website: https://hatch.im
• Instagram: https://www.instagram.com/hatch_im
• Linkedin: https://www.linkedin.com/in/chris-wu-7486a092/

Image Credits

HATCH.im