Christian Mezöfi from Dentsu Creative: loves detail and 3D design

Introducing you to one of our Dutch Digital Design curators. Our panel of creative experts who scout new digital and interactive work. Work that caught their eye, and - according to them - deserves to be in the spotlight. Together they select the amazing cases you will find on our Dutch Digital Design website, and that are promoted on our social media channels - Instagram and LinkedIn - and other (international) media platforms like The Drum. This month we chatted with Christian Mezöfi - head of design at Dentsu Creative Amsterdam. He takes us on a tour: from being 6 years old and getting his first computer to working in the digital design industry. A great look behind the scenes for all aspiring heads of design out there. Or anyone else who would like to know a little more about life in digital design.

Christian & the road to digital design

‘Picture the late eighties: my dad gave me my first computer when I was 6 years old. Not just for gaming, but for developing my coding skills. He spotted my interest, but also the developments in computing. That computer and my first stylus pen triggered my passion for digital design. I got involved in the so-called demo scene - creating art with computers. Very high tech back then ;-), and I loved it!

I then moved onto setting up my own company specialising in skating merchandise designed by me, and created a website, including all the visuals, to sell this merchandise. These were my first steps into web design - using Flash, and hosted on GeoCities (later Yahoo! GeoCities). GeoCities was a web hosting service that allowed users to create and publish websites for free.

So, what was my next move? Everyone was talking about Hyper Island (Karlskrona, Sweden) - a digital creative business school set in a former prison. The birth place for digital rock stars! This is where I had to go. I applied twice, and got in the second time around. Now my passion for digital design became serious business. I loved being around like-minded, talented peers and lecturers, and it enabled me to pursue my professional career in digital design.’

The road to Dentsu Creative

‘My first job as a digital designer was at Framfab in Copenhagen. Working on their global Nike Football, Golf and Women accounts. It was tough! Working all the hours to catch and keep up with the more experienced designers. I even slept in the office for a few months due to a personal housing crisis. A humbling experience where I learned a lot, but where I also realised that however much I loved my job, I did not want to work day and night. So, time to move on.

Stockholm was my next stop. It was also where my girlfriend lived, and also the hot spot for everything digital at that time. I worked at digital production company Perfect Fools for about 4.5 years before moving to Vancouver as Stockholm was no longer ticking all the boxes for me. I became restless. But luckily for me I was approached by a fellow designer to come and work on the global digital account for the Nike Jordan brand. I was, and still am, a sneaker head. How could I refuse!? It was a relatively short stint as Nike and the Jordan brand were going through some major re-organisation which made the future at this Vancouver agency relatively insecure. My girlfriend and I got pregnant. So, a little more security was required.

Europe was next. Closer to home, and looking for a new challenge.

A short stretch at global digital agency AKQA in Amsterdam, followed. Then I dipped my toes in freelance life which wasn’t for me. I personally found it hard to set boundaries, with regards to hours and deliverables. I felt a lot of pressure to constantly over-deliver. Where freelance life is perfect for some, it wasn’t for me.

This is when I joined the Dentsu Creative-gang (formerly known as Achtung!). From the moment I started, I loved their culture and mentality. Their passion for design. Their constant drive to look for inspiration and innovation. Because of this drive, they transform and shift focus when needed. It allowed me to develop and evolve in my role. I have been here almost 10 years now, and it is still the place that allows me to turn my passion into work.’

Christian’s go-to technology

‘3D motion/animation. It all started because I wanted to create my own 3D animated mock-ups, rather than using the same ones you see everywhere. Giving me more freedom, and allowing more creativity. What started off as a hobby, has now become a full blown passion of mine. There is just so much to learn as it is constantly evolving. I love the minute detail of it all. Detail that many people won’t even see when they are looking at the finished product. I like to challenge myself, and find it ever so rewarding when it all works out.’

Inspired by Dutch digital designer Robbin Cenijn

‘As mentioned before, I’m all about the details. And one digital designer who has an incredible eye for detail is Robbin Cenijn. You cannot talk about Dutch digital design without mentioning him. His work inspires me.

I first came across Robbin’s work when I was freelancing on a few projects with him at Tribal DDB - quite a while ago. But I never stopped following what he was up to. He has a great sense of style, and a meticulous eye for detail. His work has a balance and harmony in

type, colours and shapes. It always feels very atmospheric and soothing. And the meticulous eye for detail makes all the difference. Whether we are talking preloaders, transitions or something as basic as a menu. Everything is thought through, and all his projects have been consistently beautiful. Robbin can create something beautiful out of something simple. I love that.'

Technologies to watch, according to Christian Mezöfi

‘My choice is obviously 3D technology because its constant evolvement, and my own passion for this technology.

But the world would probably say AI. There will be more and more AI tools, and it is all moving incredibly fast. From a visual point of view, I don’t think we are there yet. What do I mean by that? I don’t think we have full control of creating exactly what we want, using AI, yet. I am currently interested in using AI where it can help me with my craft. Where craft and skill are still needed but AI can help get me there - more efficiently and maybe also quicker. Like helping me sort all of my fonts in a meaningful way, or suggesting alternative ways of doing the same thing - like Houdini, a 3D animation software application.

Therefore, for me, it is not AI prime time yet. Of course, I am curious what will happen next.’

‘Dear aspiring digital designers’

‘Love your job, your passion, your craft.

Don’t worry too much about the hierarchy in an agency, and your place within this. You are good at what you do. Be confident, and share your ideas. However intimidating your surroundings might be. But if it feels like that, it might not be the right environment for you after all. Realising that you shouldn’t feel intimidated, but just able to be yourself, and love what you’re doing, is so important. Be part of the team! Whether you are only just starting, or been there for 10 years already.’