On My Radar: Yoomin Lee

What’s the best ad campaign you’ve seen recently?

The fitness company Equinox did an ad called LGBTQAlphabet: Six Letters Will Never Be Enough [below], and it’s amazing. It’s very vibrant and powerful, and uses fantastic choreography and performance to portray its strong message. Most importantly it’s beautiful to watch and even though it’s five minutes long, I recommend anyone to watch it. You’ll be gripped!

What website(s) do you use most regularly and why?

For news, it’s The Guardian. To feed my passion for fashion, it’s The Sartorialist. Vimeo for interesting video, and, given my profession, I like having a browse on photographers and artist’s sites. Nadav Kander, Andreas Gurksy, Olaff Otto Becker and Lou Ros are my favourites when in need of aesthetic inspiration.

My hobby is furniture making, so I absolutely love browsing DIY sites. It’s fascinating what you can make. There’s everything on there, from how to make a cardboard bookshelf to how to make a 3D printer!

And for something completely different, I visit The School of Life for a dose of self-help! I believe self-care is so important, but because people are too busy with everyday life, many never really think about themselves.

What’s the most recent piece of tech that you’ve bought and why?

I’m actually quite partial to a gadget. My most recent purchase is an Epson EB-S31 projector because I just cannot stand watching the ads I’ve graded look different on a TV screen at home. So, when I recently moved to a new place with an empty white wall, I bought the projector. The ironic thing is that I haven't had a television since I became a colourist...

I’m excited about a new deodorising clothes hanger made by Panasonic which was released this September. It says it works with nanoe technology. I have no idea what that is but it sounds like just my kind of thing.

What’s your favoured social media platform?

Although I don’t really post on social media, I do find it good for keeping updated on what my friends around the world are doing – who’s got a new job, having a baby, getting married, getting divorced. That kind of thing. Instagram is obviously better for visual stuff – furniture design, photography etc.

What’s your favourite app on your phone?

I have two - City Mapper and Spotify. I’m a very disoriented person, but if I’m listening to good music whilst focussing on not getting lost, then I’m happy.

What’s your favourite TV show and why?

I really enjoy watching crime dramas with twists and black humour, and my favourite most definitely has to be Fargo. I loved the original film, too!

What film do you think everyone should have seen and why?

It’s very hard to pick just one... but if I have to, I’ll say Nobody Knows directed by Hirokazu Koreeda. People don’t often think about the director of a film, and I bet most people can’t remember the name of the director of their favourite films, but this film does make you think about the power of the director. Koreeda is an absolute genius in capturing subtle moments, and for a heartbreaking film based on a true story, this is so important.

Where were you when inspiration last struck?

I was in Madrid; I love being in a city where I’ve never been and observing people, it’s perfect for inspiration. Travelling is a big hobby of mine and it's so convenient to be in London where I can just go for a quick trip to another European city.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

I’m sure I’m not the first person to say this, but the change from analogue to digital. When I started, everything was shot on film. As a colourist, it is sad to see film dying. Shooting on film was a very different experience; because it was so expensive, crews would be more prepared and more accurate in their work.

If there was one thing you could change about the advertising industry, what would it be?

Just to not take ourselves too seriously when we’re creating something fun. I think that we in this industry need to remember that it’s not actually a matter of life or death.

What or who has most influenced your career and why?

Your early career days can mean a lot; mine certainly did as I started out as the assistant of the colourist, Christine Trodd. Her talent and work ethic was so inspirational that it made me pursue my career as a colourist.

Tell us one thing about yourself that most people won’t know.

Not the most typical of hobbies but I actually really enjoy assembling IKEA furniture! I’ve become very quick and good at it, so I’m the person friends call on if they’re in need of help!