Sitta Chandarawong | Next Creative Leaders

By Laurel Stark Akman on Feb 15, 2024

Now in its ninth year, Next Creative Leaders is growing, expanding, and showing the world what advertising and design can be when you lift up every voice on your creative team. In the future, Next Creative Leaders hopes to continue to uplift women, trans, non-binary and gender expansive creatives as well as focus on growing the diversity of voices we honor. Below, co-founder, Laurel Stark, introduces some of the Next Creative Leaders to keep an eye on. 

Sitta Chandarawong
Senior Art Director, SOUR BANGKOK




Bangkok, Thailand


Chonburi Province, Thailand




What made you apply for Next Creative Leaders?

I want to showcase that in the creative industry, there is a great deal of diversity, with individuals who possess abilities and a desire to showcase their talents, including women and LGBTQ+ individuals. We can drive the industry forward, promoting gender equality, and I am just one person who wants to play a small part in supporting both women and LGBTQ+ individuals in the industry.


How did your upbringing, family, or culture shape you as a creative?

My creative journey has been significantly shaped by my mother, who is a role model in using design as a solution. She frequently fills sketchbooks with designs and collects a variety of fashion magazines showcasing clothing designs. Her creations boost women's confidence, whether they are unhappy with their shape, slim, or chubby. Observing her design process and problem-solving skills through her creative work has been enlightening. This experience was the initial spark for me to understand how creativity can yield remarkable outcomes, shaping my creative thinking from the outset.


What type of story do you feel born to tell?

I am born to tell tales of diversity, creative transformation, and fearlessly celebrate differences and passions. As a Non-Binary Senior Art Director, I challenge norms and empower women through work that extends beyond the conventions of advertising. I have had the chance to tell this story through groundbreaking projects in entertainment series and a music video for a girl group.

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What’s the piece of NCL winning work you’re most proud of and why?

Girl from Nowhere. Because it was considered relatively new at the time for the advertising agency, me and my team utilized all of our skills to produce the best outcome. Furthermore, this project allowed me to be part of voicing the opinions of the younger generation on various issues through the series.


Who is inspiring you right now and why?

Most of my inspiration comes from songs that were quite popular at the time. Currently, I've been listening to Troye Sivan's playlist all day. His songs are not only catchy but also address issues of diversity and LGBTQ+ empowerment. The music videos serve as inspiration, showing me that creativity can be expressed through storytelling and can drive various social issues forward.


What’s the most creatively inspiring part of living and working in Bangkok?

Bangkok a city that never sleeps and never stops moving. Moreover, Bangkok is a melting pot of diverse cultures and high diversity of people. Each neighborhood has its own unique identity, making it interesting and never boring. It's a city that offers both fun and endless inspiration, where I can draw ideas for creative work from every corner.


What is the ad industry’s biggest challenge and how would you fix it?

The ad industry's most significant challenge is competing for consumer attention, not just 'consumer time.' While everyone still has 24 hours, the rise of engaging content and platforms like Netflix, TikTok, podcasts, and even news is stealing consumers' interest more intently.

To fix it, winning hearts and minds, not just seconds, is the true goal. I have the opportunity to utilize social listening to understand people better. I've also worked on personalization, such as a campaign airing on transit, tailoring messages to more than 30 stations. And most importantly, deep and relevant insights are the most impactful tool for me.


"I challenge norms and empower women through work that extends beyond the conventions of advertising."


What does leadership mean to you?

Leadership, to me, is like conducting a symphony. It involves orchestrating the diverse talents of a team, inspiring them with a shared vision, and fostering collaboration. A leader listens, empowers, and cultivates creativity, much like a conductor guides musicians to create a beautiful harmony and that it’ a lot meaning to me.


Who would you thank in your Next Creative Leaders acceptance speech?

I would like to thank everyone in the industry with whom I've had the opportunity to work. Each person has been a diverse jigsaw puzzle piece that has contributed to shaping who I am today. They have not only helped teach and develop me, but also supported my growth to the present. I also want to express my gratitude to the individuals at SOUR BANGKOK, my first workplace and current workplace.

Here, not only have women been provided space to showcase their potential, but also a diverse group of LGBTQ+ people have had the opportunity to demonstrate their abilities without limitations.





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