“Tools are just tools; creativity and the audience are what truly matter.”

Wuthisak Anarnkaporn or "Un" as he is known by, is an inventive director led by an offbeat comic genius that infuses his creative storytelling, subtle humour, and strong brand strategies. Casting, colour tones, music…everything: his work grabs and holds attention. He made a striking career debut in 2011, winning the Best prize from Bangkok’s Art Directors Association - one of the most acclaimed advertising awards in Thailand. In 2020 he was 3rd in Campaign Brief's Global Directors award list, beating some incredible talent. His most notable works such as What the Fast, The Innocent Eyes, The Box, and Shop Unfriend have helped him to become a six-time International Grand Prix-winning film director. And Wuthisak is the founder of Asia’s leading production company, FACTORY 01.

ADFEST: The ADFEST 2025 theme of COLLiDE is particularly pertinent in your realm of film production, where AI is making a lot of noise - perhaps also a lot of impact. How do you view the collision of creativity and technology? Where do they assist and where do they hinder one another?

Wuthisak Anarnkaporn: Two years ago, I wouldn't have thought AI could write real scripts. Now, it looks like it's just around the corner. However, AI writing scripts doesn't mean humans will lose their jobs. AI simply copies what's already out there, and people crave fresh, original content. As long as we keep creating new and innovative work, we're safe. So, my answer remains the same: AI isn't a threat. It actually helps us by saving time and money.

The real problem is people misunderstanding AI. When AI is trending, most people mistakenly believe AI suggestions are always superior, but we know that's not the case. Unfortunately, many good things are lost from the world because of trends, misunderstandings or carelessness.

ADFEST: As jury president of Film Craft Lotus, what do you want your jurors to consider/rate when judging?

Wuthisak Anarnkaporn: Every award show has its own unique focus. ADFEST, for example, is all about creativity in marketing. Often, the ads that win, especially in the Craft category, feature cool, movie-like elements, but they don't necessarily connect with distracted consumers. It would be less inspiring if we, as judges, valued an ad simply because it resembles a feature film, short film, or music video. Judges should look for the best craft specifically for advertising, work that we can be proud of as professionals in the industry.

ADFEST: The ever-increasing capabilities of everyday devices as well as professional equipment have caused an explosion of directors - or creators - to try their hand at filmmaking. What do you think are the skills and characteristics necessary for a successful career as a professional director?

Tools are just tools; creativity and the audience are what truly matter. Young filmmakers often get caught up in fancy equipment, which is understandable. But we need to remember that the audience only cares about the final result, not the process. Now that filmmaking is more accessible, anyone can tell stories. This accelerates the evolution of storytelling and helps filmmakers focus on what's truly important.

ADFEST: What five commercials from anywhere in the past (except for those eligible to enter this year’s ADFEST) would you consider to represent the pinnacle of film craft?

Wuthisak Anarnkaporn:  It's too hard to pick only best five. I'll just pick five commercials that come to mind instantly. And I will try to mix some from the old days so young creative people can be inspired.

iPhone14 Plus - Battery for Miles for Apple, directed by Traktor