5 Minutes with… Chi Minh De Leo
With a rich background in copywriting and a profound passion for filmmaking, Chi Minh De Leo, the newly appointed executive producer at Bullet Production in Bangkok, brings a unique blend of creativity and leadership to the role.
Collaboration stands at the heart of Chi Minh’s vision for Bullet Bangkok, where they aim to blend creativity into every part of their work. Highlighting the significance of his diverse cultural background in navigating Asian markets, Chi Minh is excited about the prospect of expansion.
Speaking with LBB’s Tom Loudon, Chi Minh shares his primary goals for Bullet Bangkok, including expanding international production ventures and establishing a new branch in LA to attract American productions to Asia.
He also discusses strategies to foster strong relationships with both local and international directors, emphasising the power of teamwork in film production.
LBB> Have you always been a creative person, even as a child?
Chi Minh> I want to say yes. My grandfather on my mom's side was an artist, painter, and photographer (he was the personal photographer of the last emperor of Vietnam). My father was an industrial furniture designer, so maybe it was in my blood? I grew up internationally, and as a kid in Hanoi in the ‘90s, you had to find ways to have fun.
LBB> With your extensive experience in the advertising and film production industry, what inspired you to transition from copywriter to executive producer?
Chi Minh> My passion for filmmaking was the driving force behind my career shift. As a copywriter, I found the most fulfilment in the storytelling and film craft aspect of advertising. When the chance came to co-found a production company, I fully immersed myself in film production.
LBB> As the new executive producer at Bullet Bangkok, what are your primary goals and aspirations for the company's international production ventures?
Chi Minh> My main goal is to bring more business into the fold. We just returned from LA, where we opened an LA branch of Bullet. This is very exciting as international production companies usually open an Asian branch, not the other way round. Our aspirations are to bring American productions straight to Thailand and Asia. An office in LA will hopefully facilitate this.
LBB> Having worked with prestigious agencies like Saatchi & Saatchi, Lowe, and Ogilvy, how do you leverage your past experiences to contribute to Bullet Bangkok's success?
Chi Minh> My agency background has always helped me connect with creatives. I understand more than most the struggles of working in an agency, the process of selling an idea to clients, killing our darlings and ultimately, what to look for in a production company.
LBB> Clubhouse Films, which you co-founded, has produced numerous commercials for international brands and content for platforms like Netflix. How do you plan to bring your expertise in filmmaking to enhance Bullet Bangkok's portfolio?
Chi Minh> If only Bullet needed enhancing! Jokes aside, I found the same philosophy of producing in Bullet as at Clubhouse, which drew me to make a move. I know that with Tok, who owns Bullet, we will tap into some new ventures and get Bullet even more on the map of production destinations.
LBB> Moving from Vietnam to Bangkok significantly shifts your career. What motivated you to pursue this new adventure, and what do you hope to achieve in this role?
Chi Minh> Yes, moving to Bangkok was a significant shift. I was contemplating a move out of Asia and looking into Europe and North America, but most seriously considering Canada. After 20 years in Vietnam, helping to set up a production association there, and running a production company for 12 years, I felt I needed a new challenge, a change. Bullet convinced me that I am an Asia specialist and should stay in Asia and help bring more production to Asia. It gave me a platform to do so in a country where it's easier to sell to foreign productions versus Vietnam.
LBB> Bullet Bangkok has a strong reputation for its award-winning productions. How do you envision further elevating the company's creative output and maintaining its competitive edge in the industry?
Chi Minh> If I knew the answer, it would make my life easier! Let's say we will start by doing what we do best: turning creativity into the best-looking film possible.
LBB> Given your international background and experience, how do you plan to navigate the diverse cultural landscapes across Asia to ensure successful productions in different markets?
Chi Minh> I've navigated diverse cultural landscapes my whole life. I was born in Germany, grew up in Taiwan until I was nine, Vietnam until I was 14, and France until I was 23. This definitely helps with not getting into the miscommunication space. I would say catching people's intent from what they mean versus what they are saying is crucial, especially when trying to make a film on short deadlines and with multiple stakeholders.
LBB> As someone who values collaboration, what strategies do you intend to implement to foster strong relationships with Bullet Bangkok's local and international directors and clients?
Chi Minh> Nothing is more important than collaboration in film production. It's never about one person but always about a group. We are proud to have a strong group of directors with whom we work. My network and Bullet's network have a few crossovers. By joining Bullet and combining the pools, we are stronger. Asia has a system where all directors are freelance, but we have a roster of international directors who will only work with us. It comes with trust and making sure they get enough jobs out of Asia by doing so.
LBB> With the rise of digital platforms and changing consumer preferences, how do you see the future of advertising and film production evolving, and what role do you envision Bullet Bangkok playing in this landscape?
Chi Minh> We do see a big shift in different platforms. 15 years ago, it was YouTube with ‘viral films’, today, it's TikTok and vertical formats... to date, the multinationals still spend just enough to make it viable. Everyone is tapping into it. We adapt to it as our briefs and expectations are still the same apart from the format and lengths. This won't last forever, and there are other obstacles like AI... I'm unsure what to think, as we still need filmcraft. Whatever comes, we will adapt. Maybe I'm an optimist? Time will tell…
LBB> What advice would you give aspiring creatives and filmmakers looking to make a mark in the industry, especially those aspiring to transition into leadership roles like yours?
Chi Minh> My advice would always be to learn and learn. I've had the chance to learn from the best and, at the start of my career, find the place with the best creatives or film-makers rather than the highest paycheck. The money will come if you make yourself desirable. Leadership is also a learnt skill. Nobody is good at it from the get-go, no matter how good you think you are at it. I'm still learning after 20 years.
