Although his work tends toward the bizarre, the director starts from an approach that favors the real over the preternatural. "The [most] interesting thing in this world is the human," he say. "I am interested in advertising which reflects human beings, that can get into human feeling and thinking."
JEH United founder/CCO Jureeporn "Judee" Thaidumrong, who handpicked the director for Smooth-E and a new Sylvania ad starring a gaggle of funky ghosts, believes it's"his attitude" that makes him so good. "In the 20 years that I've known him, I have never seen anyone work as hard as he does," she says. "All his special talents came from his nonstop learning and practicing. Two years ago, I asked him, 'You're number one now, who will you be competing with in the future?' 'My last year's showreel,' he replied."
His growing international acclaim (and our growing fondness for Thai advertising) could mean Sornsrivichai is moments away from a breakthrough in the U.S., though he's not in any rush for the bright lights and big cities that beckon. "I would go for Hollywood," he says. "But I'm not waiting [around] for it." (KA)