Meet Chenrui Zhang | Advertising Creative Director and Film Director

We had the good fortune of connecting with Chenrui Zhang and we’ve shared our conversation below.

Hi Chenrui, can you share the most important lesson you’ve learned over the course of your career?

In my career, the most important lesson I have learned is the importance of contentment. There is a distinction between ambition and greed. It is often said that filmmaking is an art of regrets, and as a director, whether it’s in the making of a film or shooting a TV commercial, there are always moments of regret. In the past, I couldn’t fully enjoy the joy when a project was completed. Often, after the “martini shot” had been taken, my crew would eagerly look at me, awaiting the moment I would shout “it’s a wrap.” Despite wanting to shoot another take for various reasons, I pretended to be excited when I shouted the anticipated words, out of professionalism. I never used to attend wrap parties because, when everyone was celebrating the conclusion of a long-lasting project, I would dive into my studio and start reviewing every single shot.

This internal struggle persisted, and I found myself unable to experience a sense of achievement for a long time. This peculiar state finally ceased after a film festival awards ceremony. It was a narrative film ‘From the Day You Were Born’ (also called Dou Qi), and due to my dissatisfaction with certain performances in a few shots and some dialogues not achieving the tension I had expected after editing, I almost disliked the work and was reluctant to watch it again. Surprisingly, the film not only made it to the final list but also earned me two awards of Best Director and Best Picture at the International Micro-Film Festival. As I walked up to the stage amidst the crowd’s applause, the short journey made me realize something important: Nothing is perfect, and contentment is of utmost importance. From then on, my mood lightened considerably, and the quality of my work improved rapidly, as if breaking free from constraints.

This experience segued into another one of my key projects, the music video “Hallelujah,” where I took on the roles of copywriter, director, and producer. In creating this trap music video, I ventured into a stylistic fusion of reality and fantasy. It opens with the artist dreaming in a realm apart from the tangible world, setting a surreal tone. As the track unfolds, the narrative skillfully alternates between these dream sequences and the artist’s actual life. This approach delves into the deeper essence hidden beneath the ostentatious layer of consumerism and hip-hop culture. ” Hallelujah” was not just a creative endeavor but also a critical success, earning significant accolades, including the prestigious SouthEast Emmy for Best Music Video.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.

My artistic journey is defined by a fusion of creative roles, from being a film director to a creative director in the advertising world. What sets me apart is my ability to seamlessly blend storytelling and visuals, crafting engaging narratives that leave a lasting impact on audiences. I take pride in my commitment to pushing the boundaries of creativity, constantly seeking new ways to enhance visual storytelling.

My professional path wasn’t without challenges. One significant hurdle was continuing to create high-quality content during the pandemic, where many chose to delay or simplify productions. I persevered, maintaining my standards and collaborating with professionals to produce exceptional films. This experience reinforced the importance of professional integrity and unwavering dedication to the craft.

Another challenge was integrating diverse cultural perspectives into my work, given my background in both China and the United States. Embracing this challenge as an advantage, I strive to blend artistic styles from different regions, seeking new breakthroughs and infusing my films with unique characteristics.

The lessons I’ve learned include the importance of relentless self-improvement, teamwork, and staying true to your artistic vision. I want the world to know that my work transcends borders, combining cultural diversity with artistic innovation. Whether through advertising or filmmaking, my aim is to create meaningful and impactful content that resonates with audiences and elevates their aesthetic sensibilities.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

I come from the southern part of China, and coincidentally, I am currently working in the southern United States. Despite being different countries, people share many common characteristics due to the geographical similarities. So, when my friends come to visit me, I want them to experience the warmth of Southern culture.

First and foremost, a visit to Atlanta, known as the “capital of trap,” wouldn’t be complete without attending a concert by a local hip-hop artist. Thanks to my involvement in sports, I’ve made friends from all over the world. Taking my friends to the State Farm Arena to watch an Atlanta Hawks game or driving to Athens to witness a Bulldogs football game will undoubtedly create lasting memories.

Southerners take pride in their beer, so I will definitely take my friends to the SweetWater brewery to observe the production process of IPA beer and enjoy a drink. Finally, because I have previously produced successful programs for the Georgia Aquarium and even worked there as a director for a while, it is my personal favorite and the place I’ve visited the most. Watching the massive whales and sharks in the awe-inspiring underwater tunnel can be the perfect ending to this journey.

Who else deserves some credit and recognition?

I’m immensely grateful for the individuals and experiences that have been pivotal in my path as a creative director in advertising and a film director. Firstly, my family and close friends have been unwavering pillars of support and belief in my creative pursuits, providing the unwavering confidence to pursue my passion for visual arts.

During the formative years of my career, I was fortunate to serve as a Television Program Director at Hunan TV, a key institution in the Chinese broadcasting landscape. This role was instrumental in shaping my professional trajectory. It demanded a thorough grasp of what viewers sought and current industry dynamics, empowering me to orchestrate and guide programs that engaged millions. The position encompassed more than just the creative facets of content creation; it also entailed strategic planning and the adept management of a multifaceted team of experts. This experience honed my ability to seamlessly integrate artistic vision with effective leadership, playing a pivotal role in my career development.

In my tenure in the United States, I found invaluable mentorship and support from professors and fellow directors. Their guidance, creative exchanges, and collaborative spirit during challenging times have significantly influenced my growth as a filmmaker and creative director.

In my current role as a creative director, the dedicated team I work with deserves recognition for their unwavering commitment and expertise, which have been vital to our shared achievements.

In summary, my career has been enriched by the collective efforts, mentorship, and encouragement of these remarkable individuals and experiences. They have played indispensable roles in my professional development, and I’m deeply appreciative of their contributions to my story.