We were lucky to catch up with Zhongyang Lyu recently and have shared our conversation below.
Zhongyang, 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?
To keep my creativity alive, I actively seek out opportunities to challenge myself and explore new creative avenues within my field. One experience that vividly illustrates my commitment to nurturing creativity was when I had the privilege of editing a Coca-Cola commercial which is currently screening at all the Cinemark theaters in 5,883 screens across the U.S. While editing this project, I wanted to ensure that the commercial was not only captured the essence of the brand but also left a lasting impact on the audience.
One aspect of this project that allowed me to exercise my creativity was sound design. I recognized that sound plays a crucial role in shaping the viewer’s emotional response to an advertisement. In this case, I wanted to maximize the viewer’s satisfaction and craving for Coca-Cola. To achieve this, I decided to focus on a seemingly small but impactful detail: the sound of sipping the ice-cold beverage.
I employed the art of foley sound design to create a sipping sound that was not only realistic but also heightened the sensory experience for the audience. I meticulously selected and layered various sounds to achieve a satisfying and almost thirst-inducing sipping sound. But that’s not all – I took it a step further by adding a subtle yet clever touch. I included the sound of the toy hanging above a baby’s cradle in the scene to simulate the sound of a straw hitting an ice cube. This additional element not only contributed to the realism of the scene but also created a memorable and engaging sensory experience for the viewers.
In addition to specific projects like the Coca-Cola commercial, I regularly engage in activities outside of work that foster creativity. I attend industry-related workshops and conferences, collaborate with colleagues on passion projects, and stay updated on the latest trends in filmmaking. I find that these activities not only keep me inspired but also provide fresh perspectives and ideas that I can bring to my professional work.
Overall, my approach to keeping my creativity alive involves a combination of pushing creative boundaries in my professional projects, seeking inspiration from various sources, and continually learning and evolving within my field. I believe that a dynamic and innovative approach to creativity is essential for delivering impactful and memorable work.
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?
In light of the recent challenges faced by the film industry, particularly the strike period, I’ve had the opportunity to pivot and adapt to the changing landscape. During this challenging time, I took on the task of editing several vertical 2-minute bite-sized shows designed for platforms like TikTok. It was a refreshing change and a fascinating challenge.
In today’s fast-paced world, where everyone’s attention span seems to be shrinking by the day, and fewer people are visiting traditional movie theaters, we need to think differently about how we deliver entertainment. This is where the world of short-form, vertical content truly shines. It’s a fresh playground that aligns perfectly with the evolving preferences of today’s audiences.
I must say, I had an absolute blast editing these new types of shows. It wasn’t just about editing; it was about solving creative problems in a whole new context. For instance, crafting a captivating hook every 90 seconds became a thrilling puzzle. I relished the challenge of keeping the audience scrolling, eager to see what would happen next. It was a masterclass in storytelling efficiency, pushing me to distill narrative elements into bite-sized, attention-grabbing moments.
Moreover, the shift in perspective from a 25-foot-high theater screen to the smaller canvas of an iPhone screen was a game-changer. Reframing the image to catch the audience’s eyeball in this new context required a deep understanding of visual storytelling and user engagement. It’s like painting a masterpiece on a smaller canvas, where every brushstroke counts.
As we continue to navigate this ever-evolving landscape, I remain committed to exploring new avenues, experimenting with formats, and pushing creative boundaries. The goal is to ensure that our entertainment products are not only tailored to suit the needs of today’s audience but also offer an engaging and immersive experience that captivates them, whether they’re watching on a big screen or a smartphone.
In essence, my professional journey is a blend of adaptability, creativity, and a deep commitment to innovation. I’m thrilled about the future and the endless possibilities that lie ahead
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?
Adaptability: In a world that’s constantly evolving, the ability to adapt is crucial. Whether it’s adapting to new technologies, shifting market trends, or unexpected challenges like the recent disruptions in the film industry, being flexible and open to change has allowed me to thrive. My advice to those early in their journey is to cultivate a mindset of adaptability. Embrace change as an opportunity for growth, be open to learning new skills, and stay curious about emerging trends in your field.
Creativity: Creativity is the driving force behind innovation and problem-solving. It’s what sets you apart and allows you to think outside the box. Whether you’re editing a film, designing a product, or working on a nonprofit initiative, infusing creativity into your work can lead to breakthroughs and unique solutions. To develop creativity, I recommend engaging in activities outside your primary field of work, such as art, writing, or other creative pursuits. These experiences can inspire fresh ideas and perspectives.
Empathy: Understanding the needs and perspectives of others is a skill that has served me well throughout my journey. Whether you’re designing user experiences, leading a team, or working on community initiatives, empathy helps you connect with people on a deeper level and create solutions that truly resonate. To cultivate empathy, actively listen to others, seek to understand their viewpoints, and put yourself in their shoes. It’s a skill that not only enhances your work but also fosters positive relationships.
In summary, adaptability, creativity, and empathy have been instrumental in my journey, and I believe they are valuable qualities for anyone embarking on their own path. Embrace change, nurture your creative spirit, and strive to understand and connect with others. These qualities will not only help you navigate challenges but also pave the way for meaningful and impactful work.
Before we go, maybe you can tell us a bit about your parents and what you feel was the most impactful thing they did for you?
The most impactful thing my parents did for me was instill in me a profound appreciation for passion and the relentless pursuit of one’s dreams. I was born in Changsha, China, in the spring of 1995, right upstairs from one of my father’s restaurants. His journey, marked by hard work and dedication, profoundly influenced my own path in life.
My father’s story is one of resilience and unwavering commitment. After my grandfather’s passing, my father made the courageous decision to drop out of school at the tender age of 15. He embarked on a culinary journey, working tirelessly as a chef’s apprentice, often laboring for 14 hours a day. While food wasn’t his original career choice, his dedication and passion led him to transform ordinary ingredients into culinary art, all in the pursuit of discovering exotic flavors.
Inspired by his enduring passion for food, I embarked on my own journey, one that led me to the world of film. What my father did for food, I sought to do for cinema – to create, craft, and curate experiences that nourish the mind and ignite the imagination. Just as food is meant to satisfy hunger, cinema is designed to satiate the thirst for knowledge and emotional connection. People often say that “you are what you eat,” but for me, it’s equally true that “you are what you see.”
One of the most significant challenges I encountered was telling a story in a non-native language before a group of foreign audiences. However, my “aha” moment came when McDonald’s introduced the McRice Burger in 2013. It struck me that while food must adapt to local habits and tastes, storytelling has the incredible power to transcend language and cultural barriers.
This realization became a guiding principle in my creative journey. I recognized the importance of identifying and connecting with one’s audience, irrespective of their cultural or linguistic background. That’s why, when I introduce myself to Americans, I often say, “My name is Zhongyang; I come from Changsha, China, the hometown of Chairman Mao and General Tso, the chicken.” By acknowledging our differences and embracing our shared values and experiences, we can bridge the perceived gulfs that divide us.
In essence, my parents imparted the invaluable lesson that passion knows no boundaries. They showed me that dedication and a relentless pursuit of one’s dreams can lead to remarkable journeys, where creativity and understanding become powerful tools for connecting with the world and leaving a lasting impact. Their example has been my guiding light, inspiring me to create, communicate, and connect through the universal language of storytelling.
Contact Info:
- Website: https://www.lyuzhongyang.com/
- Instagram: https://www.instagram.com/zhongyang_lyu/?hl=en
- Linkedin: https://www.linkedin.com/in/%E5%BF%A0%E5%A4%AE-%E5%90%95-b2573610b/?locale=en_US
