5 minutes with… Justin Woo
Justin Woo took the long way round to get to where he is today.
From starting his journey studying architecture and fine art, he went on to pioneer Visie, a platform that merges the best of Instagram and LinkedIn for creatives.
Speaking to LBB, Justin discusses how Visie aims to address critical industry challenges by connecting creative professionals with clients, enhancing exposure, and updating portfolios.
He also shares his perspectives on how technological advancements are revolutionising the production process, offering both remarkable opportunities and significant challenges for the advertising industry.
LBB> Have you always been a creative person, even as a child?
Justin> I've always had a passion for art, film, and pop culture. I initially studied architecture, which led to a brief period of studying fine art in Italy, and I ultimately completed my studies in communication design in New York.
LBB> What inspired you to create Visie, and what key challenges did you aim to address with this platform?
Justin> Visie was created to address two intertwined industry challenges. First, we aim to help creative decision-makers, often clients, find the best creative professionals based on experience, style, or availability. Simultaneously, we strive to help creative professionals gain exposure to new clients and update existing clients with their latest work.
It's important to note that Visie is a directory designed to inform, inspire, and connect, but it is not a marketplace.
LBB> How does Visie differentiate itself from existing platforms like Instagram and LinkedIn in terms of connecting creatives with clients?
Justin> Instagram and LinkedIn are fantastic platforms that have significantly impacted every creative industry. Visie combines their strengths specifically for creative professionals who rely on their portfolios more than a CV to showcase their experience and value. We offer a browsing experience similar to Instagram and integrate it with LinkedIn's professional search engine capabilities. While we're still in the early stages, I believe Visie has the potential to make a unique and valuable contribution to the industry.
LBB> How has your experience at production companies and creative agencies influenced your approach to consulting and developing Visie?
Justin> My career has specialised in fashion and lifestyle brands, fostering an integrated approach between creative and production. A high production value is crucial because even the best ideas can falter without proper execution. Visie is designed to help creatives, agencies, and brands find collaborators to achieve the highest standards. Our directory allows users to search by profession, specialism, location, and representation, ensuring they can find the perfect match for their needs.
LBB> What can the AUNZ industry learn from changes in production happening overseas?
Justin> The global industry continually adapts to technological advancements, often driving change. Technology has vastly evolved the production process by reducing costs, enhancing productivity, and increasing production levels.. It has revolutionised the media landscape, democratising content creation. Now, AI presents both remarkable opportunities and daunting challenges.
It's not necessarily that one country leads another, but rather that certain brands, creatives, and production companies are quicker to embrace and leverage these changes to their advantage.
LBB> You’ve managed and mentored teams at Studio Woo. What are the key elements in fostering a collaborative and creative work environment?
Justin> During concept development, I encourage true collaboration, ensuring that everyone’s opinion is considered, regardless of their experience or title. This fosters a healthy mix of camaraderie and competition. Once the concept is refined, I focus intensively on pre-production details to ensure clear communication among all companies and individuals. I strive to create a fun environment during shooting because a happy cast, client, and crew always deliver better results. I also believe that a well-fed crew is more creative and productive.
Finally, I make it a point to thank everyone for their efforts. Creating content can sometimes feel like a hamster wheel, and I want everyone to know that their contribution is valued.
LBB> What changes have you observed in the advertising and production worlds that you didn’t see coming?
Justin> I've often been a late adopter throughout my career, which is ironic considering I'm now building a tool to innovate our industry. I was very reluctant to switch from film to digital and initially had my head in the sand regarding digital media. Missing so many opportunities made me realise that the pace of change is accelerating rapidly. You must constantly seek new ways to be quicker, smarter, more creative, and more cost-effective to stay ahead.
LBB> What trends or changes in consumer behaviour are you currently observing that could impact creative strategy?
Justin> Consumers' attention spans are decreasing, their expectations for ease are increasing, and they are generally more sceptical of all content, whether it's news, entertainment, or advertising. As a result, brands need to create more original content, find ways to reduce friction between awareness and conversion, and recognise that those who own loyal and trusted audiences are in the best position to succeed.
LBB> What was the most challenging project you’ve worked on, and what did you learn from that experience?
Justin> Creative and production work can lead to some unique situations. Once, I was shooting on an overseas campaign and a week before the shoot, our accommodation was cancelled without a believable explanation. The hotel's location was three hours into the desert, and we later found out that the entire cast and crew of Star Wars had booked out the hotel. The lesson learned: don't mess with J.J. Abrams.
LBB> If you could change one thing about the industry, what would it be and why?
Justin> I would increase analytics and transparency between the brand objectives, the content we create and the results of our efforts. This would allow creatives and producers to receive more credit when meeting business goals. It would also provide valuable insights when we don't hit the mark, helping us understand what could be done differently to achieve greater success.
LBB> What excites you creatively outside of the industry? Is there a book, movie, piece of music, etc., that has currently got you hyped?
Justin> This may not be very highbrow, but I loved the movie The Fall Guy. It was a love letter to shooting in Sydney, shining a light on the players behind the camera.
