Annie Nguyen is a Los Angeles based creative director who has a multi-faceted skill set and has worked with the likes of Nike, Beats by Dre, and Smashbox Cosmetics.
With a fresh approach to design, Annie has become one of our favorites to watch, always creating magic wherever she goes.
Our conversation with Annie…
1. When did you first start your journey as a creative director, what sparked your interest in the profession?
My background is graphic design. It's what I studied in university. And to this day, design is a huge part of my process and approach. In my youth, my interest in design was for short lived goals such as working for a music magazine. But as I got older, I realized that what design is for me is an outlet for me to be able to do all the things I like and incorporate all the various interests I have into a package. Both figuratively and literally. Prior to university, I was learning Photoshop and designing/coding my own web pages since I was 12. I've always been a big stickler for telling an overarching, consistent story and I believe that is what drew me to now, doing creative direction.
2. We loved seeing your work with Nike this past fall. Can you walk us through some of your favorite moments while creating their 2018 Power Franchise Fall and Holiday campaign?
I love working with Nike. They are a brand that I deeply admire and respect. I, myself am also an avid fan and customer of their products. I would say some of the most memorable moments while working on the Fall/Winter and Holiday franchise shoots were just the fact that I was able to pitch to Nike concepts and work with the teams so closely on coming up with directions that really spoke to each one of their franchises. I enjoyed especially that Nike was open to many ideas. It was so refreshing! The process of ideating felt very collaborative and the project overall was immensely fulfilling for me to work on. I am so grateful for the opportunity.
3. As a director, how do you differentiate your style?
I think I just always circle back to creating something that I feel good about. There are so many ways, so many styles, so many aesthetic paths - and clients can want a specific style or be open to exploration - whatever the project is, there's a certain personal standard that I adhere to and measure the work against and that is what keeps my work looking like my work.
“I NEVER IMAGINED THAT I WOULD HAVE WORKED IN THE INDUSTRIES I HAVE WORKED IN AND IT HAS PROVEN TO ME THAT DESIGN IS SUCH A VERSATILE TOOL THAT CAN BE APPLIED TO SO MANY FACETS. IT HAS DEFINITELY FORCED ME TO LEARN NEW WAYS TO CREATE, TO ADAPT THE DESIGN LENS TO SO MANY INDUSTRIES AND MEDIUMS AND MOST IMPORTANTLY FORCED ME OUT OF MY COMFORT ZONE. I AM GRATEFUL FOR ALL OF THOSE NUDGES BECAUSE IT'S ONLY HELPED ME GROW PERSONALLY AND PROFESSIONALLY.”
4. How do you pursue inspiration for conceptualizing shoots and campaigns?
I try to be a sponge everyday, all day. I go out, visit museums, read magazines, books, movies, tv shows, travel and strive to have many conversations with people. I try to train my brain to be like an encyclopedia and I try to "index" everything. Sometimes those files never get reopened but you never know when you might need it!
5. How has your career pushed you in ways you didn't foresee?
I never imagined I'd be behind a camera shooting. I never imagined myself ever being on-set. I never imagined that I would have worked in the industries I have worked in and it has proven to me that design is such a versatile tool that can be applied to so many facets. It has definitely forced me to learn new ways to create, to adapt the design lens to so many industries and mediums and most importantly forced me out of my comfort zone. I am grateful for all of those nudges because it's only helped me grow personally and professionally.
6. What does beauty mean to you, and how do you share that meaning and actively contribute that with others?
Beauty (in a work sense) to me means a minimal, clean but intentional slate. I believe that I actively share this meaning through my work by never showing anything too chaotic. I believe it's because I am more attracted to tranquil, peaceful settings than I am to noise, personally.
7. Who are the people in your life you are most grateful for? Who has encouraged you in the process of becoming the person you are today?
First and foremost, I am grateful for my family and friends. They've been with me my whole life, know all that I've gone through and somehow are still by my side today is incredible. (Especially because I know I can be insane and very difficult.) I am also grateful for all my teachers. Every single one of them, not just my design professors in university because I was able to gain something out of all of them. These teachers challenged me and widened my world view far beyond just Honolulu, Hawaii. And lastly, I am grateful for all the bosses that I've ever had in my life at every job. They taught me what to look for in a work place, how to manage a team and how to push myself and my work forward. These people really shaped me into the person I am today.
8. Can you tell us about any exciting projects you are currently working on?
I am working on a personal project with German shoe company VOR. A year ago I began a design project with them to reimagine their 3A Vintageweiss shoe. The shoe silhouette was already existing, but VOR allowed me to customize the shoe with new materials and colors. Only two pairs exist! I just did a still shoot and had a friend, Joseph Loeffler, who's an amazing film director help me shoot a film for the shoes. We're set to edit the film shortly so stay tuned. It's just incredibly fulfilling to be involved in the entire design process starting with the product all the way through a campaign.
9. Our first collection is called Eleven-Thirty, which reflects and celebrates a specific time of day. Is there a favorite time of day you have and why?
I actually do! It's 5:30PM. I remember the exact moment that I decided that that was my favorite time of day. I was about 7 years old. I remember sitting on my porch in Honolulu, after having just taken a shower and looking at the way the light hit my hair and how it had tones of light brown and red in it. (This was also when I realized my hair wasn't totally 100% black ha!) I remember the sky was orange. And I remember feeling a total sense of calm. Being someone who can get super anxious, this has always been the time of the day when I feel most happy and at peace. It still has the same effect on me to this day in Los Angeles.
