Thomas Boonyarungsrit: Building an Advertising Career in Bangkok

April 25th, 2012 by IMAGE Magazine
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CCAD alumnus Thomas Boonyarungsrit at work.

By Kendra Hovey

With everything the Thai city of Bangkok has to offer, why would Thomas Katkanan Boonyarungsrit get a kick out of grocery shopping? Perhaps because when he shops, he might just spot his own illustration on the shelf or type treatment in the freezer aisle. The senior graphic designer crafts the look and feel of all kinds of products, from websites to logos to book covers, but consumer goods, he says, can be especially fun. “Seeing my designs hit the shelf all over the country—I feel very proud.”

We hope he feels just as proud when he opens this magazine. After all, he designed it. Days after his 2005 graduation from CCAD, the Thai native joined Columbus firm Ologie, where he helped rebrand Nationwide and CCAD, taking the lead on the initial design for Image [the print version]. A refresh or two later, 80% of his building blocks remain. About our revamps: “Ain’t bad at all,” he says, “I’m quite pleased with how it looks.”

These days the 29-year-old Boonyarungsrit reads Image in his hometown. In 2006, he returned to Bangkok, where—first at Young & Rubicam and now at Creative Juice/Bangkok—he’s built a career in advertising and a list of accounts that includes multinationals Bacardi, DQ, and Dell, among others.

Branding project from Boonyarungsrit's work with Young & Rubicam.

Recently, we caught up with him for a long-distance chat about career, life, and his very engaging French bulldog—but first on our list was to ask about his name. After all, he has three: Katkanan, his given name; Shane, a nickname from his parents (a common Thai practice) used by his nearest and dearest; and Thomas, an aid for English speakers and the one he suggested we use for this headline. He adopted it at 15 when he and his brother moved to New Zealand to attend high school.

Boonyarungsrit not only has three first names, he’s lived in three countries and on three continents (New Zealand being, officially, a “micro-continent.”) All of this occurred before he reached age 19. So when asked if he had any words of wisdom for current CCAD students, he answered from experience. “Don’t be afraid of change!” he says. “Life is all about learning, and there is so much out here for you to learn.”

Not one to ignore his own advice, Thomas recently made a big change: He joined a new agency, Creative Juice/Bangkok, which is ranked as the top creative firm in Thailand. For someone whose personal tagline, “Great Minds Don’t Think Alike,” is an inventive twist on a familiar saying, it seems like a good match.

IMAGE: Can you tell us a bit about your work in the advertising industry?

Boonyarungsrit: When I came back to Bangkok I took on a freelance project creating brand guidelines. That’s when I realized advertising was really where I wanted to be. I get to set the style, look, and feel, and I like to learn and be inspired among creative people. Designing for an agency means being involved in the whole production process, and I really enjoy working with the photographer, stylist, retoucher, supplier, event organizer. I learn so much from creative people in different fields.

IMAGE: What brought you from Thailand—by way of New Zealand—to CCAD?

Boonyarungsrit: I’ve enjoyed art since the age of eight. I guess it is in my blood. My dad used to make custom frames for artists and also owned an art and antiques shop. In high school, after I came in first in art for three years and won a couple of national competitions, I knew I wanted to make it my career. Art is big in the United  States and the United Kingdom, so my parents found out about good art colleges. When CCAD offered me a scholarship, I did not hesitate. I had heard that it had a great foundation program.

Boonyarungsrit and Rod-Tung (which means "a tank").

IMAGE: Any difficulties adjusting to life in the American Midwest?

Boonyarungsrit: Yes, but it was because of New Zealand! I had to change my accent and slang and spelling. For instance, in the States rubber does not mean eraser, tea is called dinner, and colour is spelled color. Returning to Thailand after 10 years also took adjustment. It is my home, but I didn’t know the streets. I had a very difficult time with directions.

IMAGE: What has been your experience having a degree from the States?

Boonyarungsrit: I think it gives me an advantage. My experience abroad shows flexibility, curiosity, adaptability, and pro-activity. Plus, of course, there are my additional language skills. I still use the knowledge I gained from those foundation studies every day—color theory, composition, etc. You never realize how much you have learned at CCAD till you’re actually using it in real life.

IMAGE: Is there anything we here in the States might not know about the advertising industry in Thailand?

Boonyarungsrit: The Thai consumer still consumes traditional media such as TV commercials and radio and print ads. Digital media is something Thai creatives are moving toward, but clients still think that the old-fashioned way is most effective. Therefore, entering awards is an important channel for young creatives and agencies like mine to create cool work and gain a reputation.

IMAGE: What do you like to do for fun?

Boonyarungsrit: I love to play guitar and sing. I also love traveling, especially to Japan. What I most enjoy about Bangkok is that everything comes in variety and is inexpensive. We have many foods from different cultures, many shopping malls, markets, beaches, and more.

IMAGE: You also seem to enjoy photography—or at least taking pictures of your dog! Can you tell us about her?

Boonyarungsrit: Ok! She is a French bulldog, and she is now about two years old. I named her “Rod-Tung,” which means “a tank.” She sleeps with me every night and wakes me up every morning, including weekends! She is very friendly with people, but won’t play with other dogs.

IMAGE: Lastly, what do you think about being part of the content in a magazine you designed?

Boonyarungsrit: Well, I do feel good about being featured in my own work!

(All images were provided by Thomas Boonyarungsrit.)

 

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Published in print twice a year, CCAD’s IMAGE magazine shares stories about our creative community, whether here in Columbus or around the world—what we’re doing, thinking, and planning next. The IMAGE blog brings those stories online for transmission at the click of a mouse.

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