.

Actually, what I'm dreaming to do is not a website but a movie.

 Please give us a brief bio of yourself.

My name is Yong Yu. I'm now working in Shanghai, China. I have devoted myself to the Chinese interactive industry since the year 2005. I created my own brand and studio, 30ml. I also worked in agencies for the clients such as PUMA, Pepsi, SONY and SGM.

I love creating. I‘m always trying to bring something fresh, creative and even experimental into the Chinese interactive design. I‘m exploring what is the real interactive and I believe it should be to communicate directly.

 What do you do for inspiration?

I like to walk around the city aimlessly so that I can see, hear, feel and record various people and things. Inspiration often comes out at that time.

I also look to magazines, TV and any other medias.

 Please list 3 of your favourite sites.

www.bestradio.gr

www.coltex.co.jp

www.uniqlo.jp/uniqlock

 What do you regard as being your biggest achievement?

Having started my own brand both in design and fashion.

 How many hours do you work each week?

+/-50 hours.

 How do you relax or unwind?

Listen to music which is indispensable to me.

If you weren't working on the internet what would you be doing?

Bridge Engineering.

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

Coming up with fresh ideas makes me excited but it is also the hardest part in my job because I need to keep fresh and clear-headed every minute. Anyway, I love it. 

What's the longest you've ever stayed up working on a project?

48 hours. Fortunately I was alive.

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

When I was young, my dad said to me: DO'NT do it or do it the best.

Are there any websites that have shone through as being pioneering in the last 5 years or so?

The series of UNIQLO websites. They're simple but creative and interactive, both in technology and vision style.

Has winning FWA awards helped you in any way?

Winning FWA is a great honor that encouraged me. I'm trying to get more FWA awards.

I have also met lots of new friends through this platform.

What did your very first site look like? Is it still online?

Err...The first one I did was a simple page for my university many years ago.  I have even forgotten the content. Maybe it was ugly, but it led me to this industry.

Have you written any books, if not do you plan to?

Not yet, but I'd like to publish my own magazine someday.

Looking 10 years in to the future, how far can websites go?

A website is a tool for communication. It is always developing. I don't know what it looks like tomorrow, but it must be a better one and may be not called "website". I prefer to call my work "interactive" so that I could always keep exploring a better way to communicate with people.

Of all the websites you/your company have produced, which one are you most proud of?

I prefer some of the websites for PUMA. They're colorful and joyful. Above all,they were finished by a nice team.

Do you think Flash is here to stay?

Right now it is, but maybe no longer tomorrow. Anyway, we could also explore what brand-new work we could do with this great tool.

If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

Whatever you're doing, do the best of yourself.

What would be your ultimate vehicle to travel in?

My feet.

How have you learned so many Flash/design skills and techniques and can you offer any advice for newbies?

I don't think school study can teach everything. Learn by yourself if you love it ! That's all.

What country excites you the most in terms of innovation?

Hope someday China could be.

There must be a project that you have always dreamed of doing, what is it?

Actually, what I'm dreaming to do is not a website but a movie.

What does the future hold for your company, or you as a person?

For both the company and me, keeping creative is the most important. We're trying to bring more and more fresh ideas into the Chinese interactive industry.

What is the most expensive thing you have bought in the last week?

A new high-fidelity ear canal phones. I can't live without music.

What type of overcoat do you wear when Flashing, basically are you a labels man?

In fact, I'm totally in black and white.

Any parting shots or pearls of wisdom?

Behave as liquid, flowing and fresh.

It has been a privilege, thanks very much

Thank you!


Links

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My white tee.
My white tee.

The website of my own brand and studio, www.30ml.com. FWA SOTD winner on July 17th 2010.
The website of my own brand and studio, www.30ml.com. FWA SOTD winner on July 17th 2010.

To express the concept, clay and stop-motion were used.
To express the concept, clay and stop-motion were used.

Behind the project.
Behind the project.

My small studio.
My small studio.

We behave as liquid,flowing and fresh.
We behave as liquid,flowing and fresh.

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