Top 10 Creatives in OOH 2024: Randy Fung
OOH Today highlights the artistry of the top creative professionals in the industry
if creative isn’t helping to land more contracts, I’m not doing my job
by Amber Larkins, OOH Today
With only 3 creatives left to highlight for our Top 10 Creatives in Out-of-Home 2024, today we learn more about Randy Fung, Creative Director at Lamar Advertising Company
As the Creative Director at Lamar Advertising Company, Fung oversees the day-to-day activity and workflow of the in-house creative department. He provides client creative services from conceptualization to copywriting to creative direction for the Seattle Outdoor market. Fung believes that great OOH creative consists of a simple, well-executed original concept. It should be captivating and thought-provoking. A creative should engage with its intended audience on an emotional level.
“When developing a concept, my aim is to distill things down as far as I can, to its core essence…hopefully, without too much overthinking,” Fung said.
Fung has won multiple awards, including two Bronze OBIEs, two Silver OBIEs, two Silver ADDYs, and, in 2021, the Communication Arts Advertising Award of Excellence. Fung’s OBIEs were all for tributes – to David Cassidy in 2018, Robert Indiana in 2019, Alex Trebek in 2021, and Tommy Lasorda in 2022. But awards are not what is most important to him.
“Awards are fun and a great form of validation. But ultimately, if creative isn’t helping to land more contracts, I’m not doing my job,” Fung said.
“I think a large part of the equation is being able to clearly articulate what your client is trying to achieve with their campaign from the onset,” Fung said. “Knowing how to ask the right questions to glean further insight and perhaps inspiration is key.”
He also believes that design, in terms of how people view it, will always be subjective. Although there are certain fundamental design principles or “rules.”
“You can learn the basics, but I believe developing a good design aesthetic is something that happens with experience, over time,” Fung said. “From an objective standpoint, there is an industry standard for what is considered “good” design. But the average person exposed to your creative more than likely won’t be viewing things from that same perspective.”
Fung feels the rise of AI in OOH was inevitable. He admits his experience with AI tools is limited. He has experimented with image generation on Midjourney. Ultimately he believes AI has unlimited potential to help enhance, rather than replace, creativity.
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Randy Fung is what is great about our industry! He has been doing exception creative for years! He’s a leader and an innovator and I’m proud to call him a friend. I feel fortunate to have been a Colleague of his years ago at CCO! Congrats on being recognized Randy! Much deserved!
PJ Pedroni endorsement nearly as good if not better than an OOH Today Award recognition. Stellar complements from a strong OOH vet. thank you for the comments PJ Pedroni!