Johan Vakidis — an award-winning global creative professional who has worked across communications, technology, entertainment and gaming — was born curious. Not only does he have 25 years of experience under his belt, but he continues his obsession with education. “I’m a firm believer that there is something new to learn every single day, to the point where I will not sleep until a new thing, or skill, is mastered daily,” says Vakidis.
After 20+ years in China taking on creative leadership roles at places like Ogilvy, AKQA, R/GA, The Walt Disney Company and Publicis Groupe, Vakidis is now back in Canada with kyu collective at Sid Lee and C2, fostering a team of creatives specializing in everything from environmental design and programming to collaborative experiences and innovation.
“There’s nothing more powerful than gatherings and the connections they create on many levels.”
“I like to immerse myself in culture and consumer behavior and learn firsthand how experiences from stories and technology can drive love for brands, products, and services in both real and virtual worlds,” he says.
Keep reading for our interview with the global creative leader and XP Land XLIST jury member to uncover tales from his previous life in China, the importance of co-presence and how digital and IRL experiences complement each other.
Tell us about your time working in China. How did you end up there for two decades?
Originally, I intended to stay in China for just one year, but fate had other plans, and I found myself immersed in its culture for a staggering two decades. Life simply took its course, and I wholeheartedly embraced the countless opportunities that came my way. The work I engaged in allowed me to forge meaningful connections, and the fast-paced environment provided an exhilarating experience. Throughout my journey, I had the privilege of working in various agencies and digital establishments, where I contributed my skills to the creation of advertisements, content, games, apps, and numerous brand experiences on a large scale.
You’ve always been known as a digital creator. How do you balance digital with IRL experiences? How do they complement each other?
I’ve come to realize the increasing significance of real-life experiences over the past three years, particularly after emerging from a world where digital interactions became the norm. I’m captivated by the concept of co-presence, where multiple elements seamlessly blend into one cohesive experience like IRL audiences in a room mingling with other attendees digital avatars.
We’re also evolving technology. Another concept that fascinates me is the notion of a physical audience collectively connected to a digital platform that delivers content, narratives, or even interactive experiences. This, in my opinion, could serve as a captivating component of a broader programming endeavor.
Lastly, the idea of event participants’ collective knowledge actively shaping, informing, and even educating an intelligent machine or system to generate something central to the event is truly intriguing. In this scenario, I envision a delicate digital equilibrium, resulting in a remarkable and unexpected outcome.
Why does experiential matter to you?
There’s nothing more powerful than gatherings and the connections they create on many levels.
What is the best experience you have ever attended?
Tough question to answer; the experiences that change me forever as a person are my best. There was an event that had a profound impact on me, and, interestingly enough, I was directly involved in its creation. It was called the Festival of Sport, organized by Nike in China. This event brought together coaches, athletes, and a wide range of sports facilities encompassing various types of courts, skate parks, tracks, and booths. Essentially, it was a comprehensive collection of sports activities. The main objective of this event was to encourage people to step outside and engage in any sport of their choice.
To me, this experience was incredibly empowering. I witnessed individuals of all ages and backgrounds embrace the opportunity to momentarily pause their routines and venture into new territory. The event’s vibrant atmosphere, thematic focus, enthusiastic buzz, and novelty captivated everyone. It felt akin to that magical moment from childhood, strolling through a park, encountering children engaged in sports or activities, and being warmly invited to join in while learning from those who excel in each respective sport.
What made this event even more significant was its ability to challenge the prevailing digital-centric mindset and reassert the importance of real-life activities. It broke through the digital barrier, reminding us of the value of tangible experiences.
What excites you most about experiential’s future?
How being together and gathering will be capable of manifesting itself — it will be grand, and to me it will only increase in desirability and importance.
Johan is passionate about creating experiences that evoke wonder and have a profound impact on audiences. He comes with a wealth of global experiences, having spent the last 20 years in highly connected markets, predominantly Asia. Beautiful storytelling is what drives Johan to push every experience to new heights.
