Pete Thasorn Boonyanate on Creativity, Advertising, and Breaking Norms

Pete Thasorn Boonyanate, currently the Chief Creative Officer at Ogilvy Thailand, is a multifaceted storyteller with over a decade of experience in the advertising industry. Born into a family deeply rooted in advertising, his mother is a creative director and his father works in the industry, Pete has always been surrounded by creative influences. His career began as a copywriter at JEH United, later becoming GreyNJ United, after his mother encouraged him to follow a path similar to that of renowned Thai film director Pen-Ek Ratanaruang, who started in advertising.

Pete credits his creativity to a disciplined approach, comparing it to being an athlete. He stays inspired by consuming films, TV shows, music, and social media, constantly analyzing trends and cultural shifts. He regularly checks creative websites like Ad Age and Campaign Brief Asia, a habit instilled by his first boss, Weerachon Weraworawit. This routine helps him keep his ideas fresh and relevant.

One of the hardest lessons Pete has learned is the difference between good work and great work. He believes that good work might be liked but not remembered or shared, whereas great work leaves a lasting impact. He is particularly proud of a recent Coca-Cola project he worked on with Nikhil Panjwani, regional ECD at Ogilvy Singapore, which aimed to break conventional advertising norms.

Outside of his day job, Pete is a director and songwriter. He has directed music videos, including the viral 'I’m OK // Not OK' by BOYdPOD, and writes songs with his band, The MDLC. He also enjoys spending time with his two sons, unwinding by making more creative content or engaging in family activities.