5 Minutes with… Lim Min Tze
Art, music and technology have been entwined for self-described ‘creative problem solver’ Lim Min Tze ever since childhood and throughout her career, she’s never much cared for rigid boundaries between creativity and tech. When it comes to the plethora of new technologies emerging and evolving at break-neck speed, Min is an advocate of taking time to get hands-on with the things that inspire you or seem useful rather than pushing yourself to be across absolutely everything.
It’s an approach that is working well for Min in her current role as creative director at Entropia, part of Accenture Song, where she’s embraced a sense of playfulness when it comes to bringing technology, media and creativity together for brands like Magnum and property developers MQDC. Beyond the day job, Min loves music: writing, composing and performing - and music itself fuels her own creative process.
Having been part of this year’s Digital Craft Lions jury at Cannes, Min catches up with LBB’s Laura Swinton.
LBB> Your career is characterised by the intersection of creativity and technology - I’m curious to know where your interest in both of those came from? Were tech and/or creativity a big part of your childhood?
Min> Yeah, I think so. My parents were both creative people. They used to play in a band and are currently travelling extensively, photographing birds. My grandfather was a Chinese calligrapher. So I was always surrounded by art, music and books.
We had a music room in the house back then, and I remember listening - from Mozart to Bob Marley to Mary Black to Pink Floyd with my Dad. My very first education in writing came from song lyrics. I would memorise them, observe how they rhyme, and analyse how the words flowed. I remembered thinking how powerful a good song was - how a few stanzas could contain so much emotional information that could penetrate the hearts and minds of so many. So I started writing and composing my own.
My interest in technology sparked around the same time. My dad brought home a huge, bulky box called a computer, and we were so fascinated by it. I have fond memories of Windows 95 and 98 and the countless times my brother and I fought over the game Thexder! A few years later, I built my website using Microsoft Frontpage and published it on Geocities. I had photos on the site and even got some friends to contribute articles. I felt like the coolest person in the world.
LBB> You started off studying creative writing and working as a copywriter - at what point did you start leaning more towards technology and incorporating that into your work?
Min> I started as a junior copywriter mainly for social media. There wasn’t much transition or deliberate incorporation of technology into my work; it has always been an integral part of the job.
LBB> You were a freelance ‘creative problem solver’ for a while - I love that description! What sort of projects were you involved in?
Min> I helped some small businesses and friends who were business owners solve problems. They would come to me for copywriting help but it would turn into a problem-solving exercise – how to reposition the brand, change mindsets, reach the right audience, etc. In a world where budgets are tight, especially for new businesses, creativity as a problem-solving tool and taking a creative approach is important.
LBB> And what was it about what Entropia part of Accenture Song were doing that appealed to you?
Min> Entropia has always been known for its unique approach to merging creativity, media and technology. But it was the culture of embracing possibilities and playfulness that appealed to me. Now with Accenture Song's global network, we have an expanded canvas to explore and create, including opportunities for career growth.
I was also incredibly inspired by Entropia’s founder, Prashant, during my interview with him. Rarely do you find someone who can articulate his vision for the future so clearly. I just wanted to be in his atmosphere. Every conversation with him, up until this day, upgrades my brain and my being.
LBB> What projects or campaigns from the last two or three years have been most personally satisfying and why?
Min> God, so many! But there were two that really stood out for me.
The first was the launch of ‘Idyllias, the #Mettaverse’ for MQDC, a major property developer in Thailand. At that time, the metaverse was hotly debated – was it just a passing trend, or would it truly transform people's lives? However, not many were discussing the "why" behind it.
MQDC was focused on the ‘why’ and ensuring its metaverse could bring positive change to the real world. A meaningful space for all lives. Not an escape or a game that fosters addiction. This vision resonated with me and was close to my spiritual journey.
We cracked the brief with the #Mettaverse where ‘metta’ in Thai means loving kindness. It probably sounds strange that we were going into a client meeting and talking about ‘love’ but we knew it was right. We knew we were onto something when the client not only loved the idea, and everyone found relevancy in it as human beings – connecting beyond the roles of a client and a partner. Such moments are rare and extraordinary. We went on to develop the brand, experiences and worldbuilding.
The second was our campaign for Netflix’s ‘Money Heist’ in collaboration with Magnum ice cream - ‘The Sweet Goodbye’. This project was the result of solid teamwork among the creative, media and technology teams.
LBB> What’s your approach to keeping up with the latest tech, and how do you sort the hype from the truly useful?
Min> There’s so much happening these days that it’s impossible to keep up with everything. Sometimes trying to keep up prevents you from going deeper. So I try to immerse myself in things that genuinely interest me. Lately, I’ve been playing a lot of Roblox games. You can read 100 articles about something and still not fully grasp its nuances unless you become an active user. Just because you can read recipes doesn’t make you a great cook.
I think ‘hype’ is necessary. I don’t see ‘hype’ and ‘usefulness’ as mutually exclusive. I believe it is through the hype that something has the potential to become useful. Without excitement and attention, it is challenging for a new piece of innovation to get the funding and feedback it needs to evolve into something useful.
LBB> Obviously right now all attention is on AI and new developments and creative tools and use cases seem to come out everyday - where are you finding the richest and most useful applications of AI with creativity?
Min> I think AI can truly shine in the realm of creative personalisation. Its versatility means that creation of messages and visuals can finally be scaled.
The technology is advancing so quickly – who knows? We may see true one-to-one communication, where we can help brands communicate in personalised ways to individuals instead of consumer segments through complete and individualised data sets. This enables the generation of personalised messages, custom selling points, personalised pricing, based on individual information, location, purchase history, and other relevant data points.
LBB> And what sort of conversations are you having with clients about whether to/how to navigate what’s happening with AI?
Min> Clients are looking for practical ways to integrate AI into their strategies. So we’re helping them navigate the changes and uncertainties around AI and making sure they are well prepared for what lies ahead.
LBB> What other technologies or innovation spaces are you playing with right now?
Min> XR. With the launch of Apple’s Vision Pro, I’m really excited to see more and more useful applications and smoother, richer experiences.
LBB> This year at Cannes Lions you were judging Digital Craft - what does that phrase ‘digital craft’ mean to you?
Min> Great craft makes technology invisible. And that’s when you make space for emotion.
LBB> I know in recent award shows like D&AD there have been discussions in various juries about how to award work created by AI - for example if something has largely been created by AI how can we judge it as a work of craft? What are your thoughts?
Min> AI doesn’t generate art; it generates images. Making an image doesn’t make you an artist or a craftsman. AI is a tool. To make art, you need an artist behind the scenes. A human who thinks, conceptualises, curates, creates, selects – this whole process embodies the essence of craft. While knowledge accumulates, wisdom discerns. The collaboration of human wisdom and AI knowledge leads to remarkable things.
LBB> More broadly, what were hoping to see in the judging process this year?
Min> I was hoping to see ideas that carry unique perspectives. Ideas that challenge the status quo; that seamlessly integrate new technologies to communicate a powerful, emotionally resonant and relevant message to drive meaningful change.
LBB> In your Linkedin, you have a great line that suggests that you see that great work and success stem from happiness and not the other way round - which I thought was really inspiring, given we see so many unhappy people try to chase happiness through their work. Is this a big part of your philosophy to how you approach your career and work? And how did you come to it?
Min> I read about this concept in Neil Pasricha’s The Happiness Equation.
The happiness model we were taught from a young age looks like this.
Great work → Big success → Be happy
Unfortunately, it is completely backward. We believe that we will finally attain happiness by working hard. But it doesn’t work that way. Once you get that big success, you aim for the next goal, and the next and the next. And somehow, happiness gets pushed further and further away. But once you shift perspective and place ‘Be Happy’ at the beginning of the equation, everything changes.
Be happy → Great work → Big success
When we are happy first, we feel great, look great, take better care of ourselves and the people around us, do great work, ultimately leading to ‘big success’. Happier people learn better, are more productive and perform better. So that's how I've been approaching life - be happy first.
LBB> I see that music is really important to you and that you write, compose and perform. I’d love to learn more about the kind of music you make and what it is about music in particular that draws you as a medium of creative expression?
Min> Folk-pop, but I always enjoy collaborating with other musicians to experiment with different styles. I was once in a shoegaze band. For me, music is a universal language. It allows me to connect within and without. And I love the process.
LBB> How does your music relate to the creative work you do in your day job? Do you find the two inspire each other, or, conversely, do you find it important to have a real separation and a creative outlet that is distinct and free and purely your own?
Min> I see music and my job both as a part of my creative journey. To me, they inspire and complement each other. Music is integral to my creative process; it’s like my version of a mood board. Whenever I work on a project, I have a carefully curated soundtrack that captures the desired mood. I put the music on repeat and use it as inspiration while building decks. Music can evoke emotions and set the tone, which I find really helpful in enhancing my work.
LBB> What advice would you give to aspiring creatives looking to get into the industry right now?
Min> Don’t see work as work. See it as part of your creative life. Embrace the passion for living a creative and meaningful existence. Get fearless. Get playful. Get inspired.
LBB> And what do you think we should be talking about in the industry right now that we’re not talking about?
Min> The industry tends to focus on the new, which may inadvertently reinforce ageism. We can focus more on inclusivity because much co-creation and cross learning can be done. The collaboration culture can be reinforced and encouraged across multiple facets, including genders, sexuality and age.
