Creative Minds: Eve Liu on giving up a career in law to pursue creativity

In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured?

Name: Eve Liu

Origin: Shanghai, China

Places lived/worked: China, Japan, US

Pronouns: She/her

CV:

• Creative group head, Ogilvy Shanghai, 2022-present
• Senior copy writer, Ogilvy Shanghai, 2021-2022
• Copywriter, Ogilvy Shanghai, 2020-2021
• Associate art director, Ogilvy Shanghai, 2019-2020
• Ogilvy fellow, Ogilvy Shanghai, 2018-2019

1. How did you end up being a creative?

Initially, I was a law student to fulfil my parents' expectations, despite my dreams of studying art. While I valued the logical rigour I developed in law school, I soon realised that my true calling was in creative expression. Advertising appealed to me as it felt like creating mini films or art projects—perfect for unleashing my quirky ideas. 

So, I began my journey at Ogilvy as an 'Ogilvy Fellow,' a trainee with the chance to rotate between the strategy and account departments for a year. Yes, I can choose any department, but not the creative department—it was like a forbidden fruit!  

My rebellious spirit wouldn't let me just sit back. I challenged myself by entering the One Show Young Creatives competition, where I clinched the Grand Prix. To prove that was not just a stroke of beginner's luck, I then conquered the Cannes Young Lions, securing first place in China. After stints as an account executive and a strategist, I finally transitioned into a creative role. 

It was a leap of faith—moving from the structured world of law to the boundless realm of creativity—driven by my belief that great advertising can, much like law, challenge the status quo, enlighten people, and amplify truths, ultimately making the world a better place.

2. What's your favourite piece of work in your portfolio?

The 'Open All Ages' campaign. Shanghai is a buzzing metropolis with ageing issues. While youth have plenty of places to hang out, spaces for the elderly are ironically sparse. So, we devised an innovative solution: exchanging time for space. Why not transform venues closed in the mornings into vibrant hubs for the elderly?

In the campaign film, we see the elders walking into the night club for their morning activities, a sight that surely grabs attention. But what's even more inspiring is the reaction of the young generation. They realise that they can celebrate the city beats together with the city’s elders, and this realization is a key part of our campaign. 

It is heartwarming to see many volunteers and organisations rallying behind this initiative. This inclusiveness truly captures Shanghai's true spirit—a spirit that we all share, a spirit of unity and belonging.

3. What's your favourite piece of work created by someone else?

It has to be 'It's A Tide Ad' from the Super Bowl 2018. The concept was sheer genius—mimicking every typical Super Bowl ad genre. 

It essentially hijacked the entire ad block! Every commercial break turned into a Tide ad because every actor appeared in impeccably clean, spotless outfits. 

It was intelligent, light-hearted, and delivered a massive impact with seemingly minimal effort—an absolute masterstroke of creativity.

4. Tell us about the worst job you ever had.

Being a creative at Ogilvy. Ogilvy is the only job I have ever had, so it is also the best job I have ever had. Being a creative here is filled with challenges and steep learning curves, but also packed with immense growth and endless creativity.

So, in the most affectionate way possible, it's the 'worst' because it's the only one but also genuinely the best for the very same reason.

5. What advice would you give to 10-year-old you, if you could?

Be yourself and follow your heart. Your gut will lead in the right direction.

6. What really motivates you?

The possibility of creating something new, plunging into the unknown, and exploring creative landscapes that have yet to be charted.

When you combine this with the electric buzz of collaborating with driven, passionate teammates, you're not just working but creating 'real magic.' Working on Coca-Cola campaigns has made me quite fond of that phrase, but it perfectly captures the essence.

7. Do you have any secret or odd talents?

梅花易数（Plum Blossom Numerology) and 六爻（Hexagram), an ancient Chinese fortune-telling skill. It all started when I lost my AirPods four years ago—a truly modern tragedy. Caught in a blend of desperation and a thin wallet, I decided to learn some ancient Chinese fortune-telling techniques quickly.

To my surprise, it worked. Since then, I've polished this quirky skill. So far, I’ve helped 11 friends locate various lost items—from sunglasses to passports—with a success rate of 100%.

While I'm delighted to lend a hand, let's set some boundaries: please don’t ask me to locate your destined lover or the fortunes you’ve never had—for these two, you should enjoy the fun of your own journey. Thank you!

8. What’s your favorite music / film / TV show / book / other of the past year, and why?

'How To Invent Everything: A Survival Guide for The Stranded Time Traveler' by Ryan North.

Reading is essential for anyone who might (accidentally or otherwise) find themselves time-travelling one day. It equips you with the know-how to build everything from scratch in case you land in an era without the conveniences of our modern world.

Beyond its practical advice, it offers a fascinating angle on the intersection of technology and history. It provides insights that make you appreciate how far human innovation has come—and how you could single-handedly kickstart civilisation with a modern twist.

It's a time traveller’s survival manual, an innovator's delight, and a hilarious exploration of human ingenuity.

9. What movie/show do you never get tired of?

The Simpsons. 

10. What's your favourite GIF/meme, and why? 

It best expresses most of my emotions.

PASSIONATE!!/ WOOHOO!! / FURIOUS!!! Extreme emotions all in one!

11. Early riser or night owl?

Night owl.