Ask any Asian adman worth his salt who Thirasak is and he would have a ready answer. Award-winner. One of Asia’s most creative people. Thirasak Tanapatanakul is recognized as one of the region’s top creatives, having won Golds at the Cannes Lions and the Clios, and Grans Priz at the Asia Ad Fest. As executive creative director at Creative JuiceG1 Thailand, he has made the agency one of the most awarded in the world. His works have been cited in the Gunn Report. He is that kind of man. And yet his My Family Project shows a different side of him. Working hard at the farm, drawing the attention of his neighbors with his dogged persistence, sliding in the mud with his daughter and jumping into the water, he shows a more human side.
It his hard to doubt his sincerity. With his wife and two young kids, he strives to enjoy a simpler life. He urges other creatives to think about the over-consumption promoted by advertising, not to make them stop, but to encourage them to value the things that really matter. This may puzzle colleagues and friends in the industry, but Tanapatanakul has his mind made up. Shaken by his four-your-old son’s tantrum over a smartphone, the father is repentant. This is his penance.
