We were lucky to catch up with Gobi Cheung recently and have shared our conversation below.
Gobi, thank you so much for taking the time to share your lessons learned with us and we’re sure your wisdom will help many. So, one question that comes up often and that we’re hoping you can shed some light on is keeping creativity alive over long stretches – how do you keep your creativity alive?
For me, creativity doesn’t stop when the work ends. I’m constantly feeding it, whether that’s through watching films and TV shows, listening to music, or just observing the world around me. Even when I’m not actively producing, I’m drawing: sometimes it’s whatever’s in front of me while I’m watching a movie, other times it’s a bit more abstract. I also go on walks daily (or as I like to call it, “photosynthesising”) because stepping outside helps reset my brain and sharpens my perspective. It’s often in those small, quiet moments where new ideas start to form.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I’m an aspiring marketing and event producer focused on crafting experiences that emotionally resonate with audiences. I’ve always been fascinated by the way storytelling, design, and branding can come together to create something truly immersive, something that connects with people beyond just visuals or messaging, which is something so important in such a visually saturated market.
What excites me about this area of work is the ability to take an idea and turn it into a living, breathing experience. I love the process of translating abstract concepts into moments that people can feel, remember, and talk about. I’ve been lucky enough to explore this through my internships, where I worked on event activations and marketing campaigns, as well as the university societies and independent projects I’ve curated, from fragrance launches to immersive fashion shows. These experiences have deepened my appreciation for the emotional power of storytelling and strengthened my drive to keep creating work that connects with people in meaningful ways.
At the moment, I’m focused on building my skills across the creative industries while continuing to grow both creatively and strategically. I’m especially excited to explore opportunities that push the boundaries of storytelling through event and campaign production, challenging me to think more boldly and create work that leaves a lasting impression.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, I think the three qualities that have made the biggest impact on my journey so far are curiosity, proactiveness, and the ability to connect ideas across different areas of work. I’m still in the early stages of my creative career, and am learning every day, but these traits have helped me navigate opportunities and challenges as I find my footing in the creative industry.
Curiosity has always been a big driver for me. Whether I’m helping bring an event to life or planning a marketing campaign, I’m constantly asking questions and trying to understand the “why” behind things. That curiosity is paired with a strong sense of purpose in my work, I always want to know what impact something will have, who it’s for, and why it matters. It’s helped me stay open-minded, explore new formats, and create with more intention and meaning.
Being proactive has opened up so many unexpected doors. Some of the most rewarding experiences I’ve had came from stepping forward even when I wasn’t sure I was fully ready. Even if things didn’t go perfectly, I learned a lot just by being present and willing. It also helped me meet people I would’ve never crossed paths with otherwise, and in the creative industry, relationships and shared experiences are everything. Putting myself out there has often led to the kind of connections that continue to shape both my work and my growth.
Lastly, being able to connect the dots between different disciplines has really shaped how I approach projects. I’ve found real value in working across functions and learning from people with different strengths and perspectives. Whether it’s collaborating with designers, engineers, or producers, I love finding the through line that brings it all together. It’s taught me to listen, stay adaptable, and trust that creativity often thrives at the intersection of different ways of thinking.
If I could go back and give myself one piece of advice, it would be: don’t wait until you feel “ready”, that feeling might never come unless you take the leap first. And more importantly, be kind to yourself while you’re figuring things out (this is something I’m still learning to do).
What has been your biggest area of growth or improvement in the past 12 months?
Over the past year, one of my biggest areas of growth has been learning to trust my instincts and take confident ownership of logistics and cross-functional coordination. While I’ve always leaned into creativity, this year challenged me to lead with clarity and follow through on projects from concept to execution.
At LVMH, I contributed to the production of marketing collateral and supported launch activations across the Asia–Pacific region, regularly coordinating with vendors and internal teams across time zones. Managing high-pressure timelines taught me to stay calm, detail-focused, and communicative with stakeholders, ultimately giving me the confidence to step into more autonomous, decision-making roles.
I brought these lessons into The Corsage, an immersive fragrance launch I independently produced in support of my final-year dissertation exploring how experiential marketing can shape brand perception. I managed every stage of the project, from fragrance formulation and bottle design to guest list management, sourcing, and on-site logistics. Through this, I learned that creativity and structure can (and should) go hand-in-hand. It deepened my skills not only in how I work, but also in how I lead, and reaffirmed my passion for marketing and experiential event production.
Contact Info:
- Website: https://www.gobicheung.com/
- Instagram: https://www.instagram.com/gobi_c/
- Linkedin: https://www.linkedin.com/in/gobi-c/
- Youtube: https://www.youtube.com/@gobi_c
Image Credits
SHRINE (An Immersive Multi-Media Fashion Show) Event Photos: Eily Hung
The Corsage (A Luxury Fragrance Retreat) Event Photo: Seong Yeon Cho
Corsage Bottle designed in collaboration with Matthew Akuamoah-Boateng
so if you or someone you know deserves recognition please let us know here.
