Taipei, September 13th, 2023

Whatever was formed in 2019 through the merging of Japanese production company dot by dot and creative agencies PARTY New York and Taipei. As a combined team operating in Tokyo, New York, Taipei, and Berlin, the agency brings weird and wonderful ideas to life by melding storytelling with technology to deliver compelling and creative solutions.

Shiny Lee is a Creative Director at Whatever. In an interview with TIA, she described the things that make Whatever stand out from the rest and highlighted the creative culture at the agency. She also explained how she crafts compelling narrative into her projects and how she quantifies the impact of her creative projects at Whatever.

To kick things off, could you share what you find most captivating about Taipei?

I think the most captivating aspect of Taipei is its blend of modernity and tradition. You can experience the hustle and bustle of a modern metropolis while discovering rich cultural heritage. For someone visiting Taipei for the first time, you can start with Taipei 101, an iconic skyscraper with breathtaking views from the observatory. Then you can explore historic districts such as Dihua Street, known for traditional boutiques and retro tea shops. At the end of the day, you can savor local delicacies at Shilin Night Market or Raohe Street Night Market.

For those who may not be familiar with your journey, could you provide a brief overview of your career?

I was born in Taipei, nurtured in Tokyo, and trained in New York, with a BA from Waseda University and an MFA from Parsons School of Design. Before joining Whatever Taipei as a creative director, I interned at Rhizomatiks shortly and worked as a designer at PARTY New York. Apart from the agency job, I am a part-time professor at the Department of Communications Design at Shih Chien University and a frequent speaker at Taiwan Creativity Week. In 2018, I competed at the Cannes Young Lions on behalf of Taiwan, which was an enriching experience that further enhanced my passion towards the creative industry.

What is a typical working day for you?

Depending on the project type, my daily schedule varies significantly (which is one of the best things about this job!) In most cases, my day is filled with presentations and meetings, including con-calls with overseas clients. In between meetings, I focus on ideation, creative direction, driving alignments, and moving things forward. If I am not in the office, you might find me on set or in an edit suite.

How would you define the creative culture that thrives at Whatever?

We sum up our creative culture as “Make whatever. Rules, whatever.” That is to say, our team strives to work on a wide range of creative projects regardless of the mediums and genres to create beautiful and unexpected experiences.

At Whatever, we believe that “thinking and making” together is the best way to bring new ideas to life. In order to do so, Whatever has the talent to “think and make” under one roof. We have creators and producers who have succeeded in many domains and eagerly collaborate with partners worldwide. This flexible work style allows us to foster creativity and innovation.

Being an international agency, managing diverse cultures is an art in itself.

A diverse team brings a broader range of perspectives and ideas. We strive to acknowledge the importance of diversity, share a clear vision of the company culture, encourage regular open communication, and create an inclusive workplace where everyone feels valued.

Effective storytelling is a cornerstone of engaging design. How do you craft compelling narratives within your projects, and what elements do you prioritize to captivate your audience?

First of all, I think it’s essential to understand the task, the background, and the targeted audience of the project. The more we know about the audience’s interests and needs, the more effectively we can tailor the story to resonate with them. Moreover, it’s important to craft a clear and single-minded message to deliver. Saying everything is equal to saying nothing. We should set priorities for things we want to communicate and let the narrative only revolve around the core idea to maintain focus and impact. Last but not least, we always want to leverage the power of visual storytelling. This can be visual jokes, set decorations, wardrobes, or visual elements such as color schemes and typography. These non-verbal cues are universal and can evoke emotional engagement instantly.

We’re intrigued by the Taiwan Emoji Project. Could you provide insight into its purpose and shed light on the design process that brought these captivating digital expressions to life?

This is a passion project done by me and my friend. We think Taiwan is an island full of delicious food, rich culture, and beautiful landscapes. However, these Taiwan experiences have yet to be well discussed worldwide. Moreover, we noticed that there are few emojis about Taiwan so far. We believe emoji is a universal language allowing people to communicate without boundaries. Therefore, we created the Taiwan Emoji Project to inspire people to talk more about Taiwan in everyday conversation.

During the design process, we paid much attention to details such as the texture and the use of light and shadow. We also considered the readability of the design, as emojis are usually displayed on a small scale. Furthermore, we covered a wide range of topics to show the diversity of the Taiwan experience.

Your approach to the creative process must be captivating. Can you share your workflow and the key steps you undertake, from the initial spark of an idea to its final execution?

Before kicking off the ideation phase, I always allocate myself some time to decode the brief and do some research in order to have a holistic understanding of the project. After I put together a few rough ideas, I usually park them for a night or two. Then, I will reassess the ideas with fresh eyes, ditch the weaker ones, and keep brushing the rest up until the last minute.

Metrics often define success. How do you quantify the impact of your creative projects, and what benchmarks do you use to gauge their effectiveness?

We look at quantitative data and user surveys to measure effectiveness, understand how the project resonates with the audience, and whether it aligns with the intended brand message. As for benchmarks, you know your project is making an impact when it is copied by other brands or is nodded by netizens and creators.

Of all the recent projects Whatever Taipei has produced, which one are you most proud of?

We recently launched “Don’t Drink Me”, a series of Taiwanese beverage-themed bath bombs unleashing a unique and playful bubble bath with flavors and colors representing the iconic bubble tea, mango smoothie, and taro milk. We made these bath bombs look and feel exactly like the real drinks, and carefully crafted the soothing smell and the vivid gradient color when it dissolves into the water. We hope people can use Don’t Drink Me to run the bath and indulge themselves in the most immersive Taiwanese experience ever.

For those who aren’t familiar with Taiwan’s creative industry, can you provide an overview?

Taiwan has a dynamic and diverse creative industry encompassing design, fashion, film, music, motion graphics, gaming, and more. The advertising and marketing sector is gaining global recognition, with creative agencies focusing on storytelling and emotional engagement.

What’s the next skill you plan on learning?

I just started learning French.

Which artists do you find inspiring and why?

I admire Antoni Gaudí for his groundbreaking architectural vision, which defied conventions and integrated nature into design. His works evoke a sense of wonder. Claude Monet’s relentless exploration of light and shadow in his paintings is also inspiring. I always find peace of mind when I look at his Water Lilies series.

Looking ahead, what is one legacy or impact you hope to leave through your creative endeavors and contributions?

I want to bring joy and wonder to people through my works and make the world a happier and more compassionate place. I also hope to inspire others to embrace creativity as a powerful tool for addressing complex issues and fostering innovation.

Describe your ideal way to spend a day off when you’re not engaged in work.

I want to sleep until I naturally wake up, take a chilled walk on the beach, and go to an art exhibition or a theater.

Apart from your professional skills, do you have any hidden talents or hobbies that might surprise people?

I like watching musicals and am a big fan of Takarazuka Revue.

Thanks Shiny!

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CreativityDesignDiversityStorytellingTaiwan Emoji Project