Regimented

Regimented The creation and creativity of Suffian Rahman

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All Mixed Up

What keeps Suffian Rahman going is his desire to create more and consume less. Born into a diplomat family, Suffian grew up in the crossfire of militaristic ideals and foreign affairs. So how does a child from such a regimented background end up in a highly expressive industry like advertising? browser interrogates the Creative Director of Zeno KL at his domicile, somewhere in the northwest of Kuala Lumpur.

Press origins.

Tell me how you got into writing.

So I wrote. Then showed it to my mum and dad, who’d often wonder what inspired me. Pretty much everything, really. I’d soak up everything and spit it back out again, in the form of these stories.

I was raised to always have an opinion and speak my mind. So when I got out of school, it seemed logical to get into journalism so I could share my worldview through other people’s stories. During college, I interned at Malaysiakini* in November 1999. I was their first intern and was immediately

Then I went into entertainment and covered music. After I graduated, I got a gig at fhm. That was kind of the last hurrah for writing, so to speak. Because during that time I realised, “OK. This is kind of fun but print is dying”. This was around 2005.

And you still believe print is dead, or dying?

Print isn’t what it used to be. It’s evolving. When I was in the press, it was obvious that the market was in decline.

And my other obsession had always been advertising, but I never felt I was ready.

I got an offer (in advertising) while I was in fhm and I just jumped ship.

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I went to a primary school in the UK. My dad was there for diplomatic duty.

When I was a kid, I used to have books of stories that I wrote, accompanied by illustrations. And I found it very necessary to tell these stories because my imagination would be constantly firing and I had to do something.

thrown to cover the 10th General Elections. It totally blew me away because it wasn’t what I expected.

Later, I realised politics wasn’t my thing. I didn’t like what I saw. I saw both sides; opposition and government.

I didn’t think any side was better than the other, personally.

Into adland.

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When was your first encounter with advertising that made you want to consider joining the industry?

I was a freelance copywriter in college, working with like-minded friends. I thought it was interesting to persuade people to do something. Whether it’s buying something or believing in something. You could have so much power to positively influence people, in your hands.

Journalism is often seen as a noble profession where you try to speak for people who can’t speak. Champion fringe causes and all that. I kind of got disillusioned and thought, “Maybe advertising is a way to still do that kind of thing, but in a different way”.

Then it evolved to wanting to show people how to be a smarter buyer. For example, when you get to work with a good brand. You’re actually doing a favour by telling people to buy this, or

to think about that, because it’s probably more cost-effective for you to buy this thing than something substandard, you know what I mean?

But some would say advertising is not about the product at the end of the day.

Right. It’s about a dream. The Starbucks ceo has been quoted many times where I think he said, “We sell dreams, not coffee”. That’s true to a certain extent, but I think it goes back to the product or service you’re trying to sell. There has to be something tangible.

How much of an adman are you? Are you the old-school, Madison Avenue* type, or the freethinking, deconstructivist type?

Haha, that’s funny. Um… a bit of both?

There’s a lot of good stuff you can take from back in the day. Storytelling, for example. There’s a lot of futuristic thinking from... dead white guys like David Ogilvy, Bill Bernbach… they’re

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“You could have so much power to positively influence people.�

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“I think the best work is representative of you.” not always right, but you pick and choose what you think is gonna work for you. So the fundamentals from the Mad Men* days still apply.

For example, the fact that it is still product-centric. At the end of the day, someone is reaching into their wallet to take out money to buy something.

If you’re in advertising, and you’re working as the advertiser, it’s your job

to make that an experience that benefits everyone. Not just the buyer but the seller as well.

And everything’s connected now more than ever. It’s not just about making a sale. It ends with building trust and a belief that’s more than the product.

How do you value a campaign? Give me an example of a recent campaign that you see successful, and how you found it successful.

What are the instances in which your personal values or experiences affected the work you’ve done? Both positive and negative way.

Wow. These are good questions.

Every piece of work comes from personal experience, taste. Everything that is you.

I think the best work that you do has some element of ‘you’. Because the work has to take on some kind of personality, in a way that people can relate.

I like what VJ Anand* did not too long ago with Eveready.

The idea was simple. We pretended to stow away the mini in a secret cargo plane from somewhere in Russia to Malaysia.

Then we added fake footage of customs and grainy night shots. And we had this guy who set up a blog. There was a lot of intrigue. And halfway through, it landed in Malaysia. People knew it was a car, but not what type of car.

The torchlight-powered storybook?

This was before the age of social media.

I like the kind of advertising that lets you use the product in a natural kind of way. Kids take a torchlight and make shadow puppets. It’s capitalising on something that people already do. It amplifies real-life behaviour. There’s an element of truth in advertising.

Yes. Paul Tan* was just starting up. And what was cool was that we sent out letters to potential buyers and some of them were Dato’s* and Tan Sris*. They got these ambiguous messages and they reported it to the police! And our agency got flagged under isa*.

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For example, an old campaign that we did for mini called What’s In A Hercules.

That campaign was to launch the new mini in a different way. So the client was sick and tired of the usual car launch and wanted some drama and suspense.

And me being me, I’ve a huge interest in current affairs. I love James Bond. And my dad was a career officer, 30 years in the army. So I drew on my upbringing, my childhood, and as the writer in the team, I came up with a concept.

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“My dad’s side is from Sumatra. They arrived before World War II. My mum’s is a mix of Arab, Chinese, Indian, and Turkish. But I’m ‘Malay’. Can I just be Malaysian?“

Our big boss back then got a call from Bukit Aman* and they asked her to come and explain what it was.

Were they (the agency) anticipating that?

Nobody was. We thought it was a joke, we thought people would find it funny, but people took it seriously and made police reports. So we had to declare that this is advertising. It’s quite funny when you try to create curiosity, but at the bottom, you had to say ‘This is an ad campaign’.

Do you think, at that time, the audience was naïve when it comes to these guerilla-style campaigns?

So that’s where your personality comes in.

Being brought up in a military family inspired you to come up with this campaign.

Ya, I think the best work is representative of you. Then if you can inject that into your work, it’s more satisfying because you get to share your view. No different than film directors like Ridley Scott. You watch his movies and you kind of know that it’s ‘his’.

Or Woody Allen. He does his own movies; he can’t make other kind of movies. There’s always a bit of you that you should inject into your work.

Ever had moments when you feel like your career has disappointed you?

But as an adman, don’t you have a degree of cynicism that you won’t let these disappointments affect your philosophy?

I try not to. Doesn’t matter which industry you’re in. After a certain time, I guess, normality or certain expectations set in and you get used to things.

When you’re new to an industry, you’re excited about things. You’re curious.

You don’t know where it’s gonna go.

There’s a promise that many things are gonna happen. But then, the further you go, you settle down. And you get comfortable. So the challenge is to figure out when you’re in your comfort zone, and immediately step out.

Have you reached your comfort zone?

I think I reached my comfort zone a long time ago. I know what is required of me as a creative. I know what I should do.

And I’m comfortable with what I’m good at. That comes after a certain time. But I’m also still very curious; that’s why I’m still in advertising. I want to see where things are going.

Some advice to your young readers: If you want to be a good creative, you have to be creative outside of advertising. You can’t just be creative at work, 9 to 5. You should have a creative pursuit that lets you express yourself outside of work. If you’re only expressing yourself to answer a job brief, or to solve a problem, then you’re not really being creative.

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Some were like that. They just gobbled it up. But of course there is another type of person in the audience who are sceptics who’d think, “Which car company is this?”

Oh, all the time. The thing about advertising is, you kind of think you know where it’s going, but it never goes that way.

Music man.

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When I joined Geometry*, I thought it was amusing to see someone who has a full-on DJ set at their workspace. People would know that it’s ‘happy hour’ when the music is on.

How long have you been mixing music?

Since college? Early 20s. In terms of DJing, I started out on vinyl, playing records. Very old-school. Then we discovered this thing called ‘software’, which made lives easier.

But when did you start playing music at work?

Since day one.

Since you entered Malaysiakini?

Ya, on my shitty Sound Blaster speakers, I’d be playing any music I could get my hands on. Music cannot be separated from what I do. I can’t sit in an office and put on earphones and just zone out.

I need to have it in my face.

You need it to fill the atmosphere.

Ya, kind of. I’m a bit of a music snob because I play what I want. But most of the time, people like it. So I don’t get complaints.

Oh really? You don’t get a music snob who walks up to you and tell you, “This is shit”?

Never. When I was at Geometry, even servicing (account management staff) would come down and ask, “Hey, what’s that song?” “I thought you’re giving a briefing?” “Ya, but I want to know what’s that song?”

Shazam it!

Ya, people were Shazaming a couple of feet away… Suddenly you hear the same thing from their end.

Do you get bookings?

More than ten years ago, we started a group called dbco, spinning Drum and Bass. At that time, such music

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“I’m a bit of a music snob because I play what I want.“ didn’t exist in KL. It was a very small community of friends who formed the scene. That was my active period when I produced music, promoted club nights.

I didn’t have any grand ambitions.

I didn’t think I was gonna be this next big Asian DJ and move to LA. I just liked doing what I was doing, and anything else was a bonus.

You don’t get anyone asking you to play at weddings and such?

I would love that. To be invited to play at a wedding. I’ve had offers to play at gay clubs, private parties, but never at a wedding. If I do, I’d try to accommodate to the venue. You wouldn’t want to stand out so much. It’s not your day.

It’s somebody else’s.

On a personal note.

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You are nearing your 40s. Did you make a list when you were younger that consists of things to achieve by the time you’re 40?

No. OK, this is gonna sound… depressing, but I got divorced in 2015.

On my birthday. It wasn’t my choice.

It was the court date. So after that, I had to re-evaluate and reprioritise… change my thoughts about turning 40.

So you had an idea that by the time you’re 40, you should be in this ‘place’.

Eh… I got married at 31 and I thought, “OK, so it’s time to have a family, settle down, not be so crazy about work”. Maybe even switch careers to focus on family. So I had to shift my dreams. I guess you deal with what you’re dealt with.

what I want to do for most of my life, with very few objections. Travelling, diving… at a younger age, martial arts. So anything I wanted to do that is positive, I was encouraged.

That’s a good thing for me because I get to learn.

Even music; I’m not content playing one kind of music. I play Drum and Bass, I play Garage, I play a bit of House, a bit of Techno… but the music I choose is always very ‘me’. Which is important not just for the output, but in developing your self as well.

If you look at yourself today, what are the traits you have that you didn’t expect would develop from, say, the last decade.

What are the things you accomplished, or didn’t accomplish, that led you to greater things?

(laughs) I’ve always been a patient guy.

I’ve been told that I am one of those calm people in advertising. Whether that’s true or not, I don’t know.

I think I am lucky to have been doing

You didn’t have legendary tantrums?

13 Regimented

“The craziest shit I’ve ever done was to try to interview H.R. Giger when I was working at FHM. I e-mailed the publicist, second week into the job. I sent a long e-mail and his publicist wrote back, very politely: Thank you for your enthusiasm in his work but Mr. H.R. Giger does not conduct interviews… anymore. But you are welcome to visit his exhibits.”

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“I’m into history and sci-fi. I love intergalactic space opera.“ If I scolded you, you’d have to figure out, “Am I being scolded?”. I don’t like yelling, I don’t like throwing a fit. It’s not my personality. I tend to be very relaxed, because I believe that the more relaxed you are, the more focused you are. If you get excited over the smallest things, you’d get thrown off very easily.

And I’m the same outside of work.

But back to the question. I didn’t expect I’d be a morning person. I think every human being automatically turns into

a morning person when they turn 30.

I think it’s something to do with your body clock; when you get older and you’re able to motivate yourself to get out of bed and get shit done.

When I was in my 20s, I wasn’t a morning person at all. But now, I wake up early. I think the desire for me to do stuff gets me out of bed. Like writing, music…

This year, I want to do more passion

projects. And I think you get to do more of that as you get older, because your professionalism is not questioned. It’s different when you are younger and you haven’t got it all sorted yet.

What’s on the horizon when it comes to your passion projects?

I’ve got a few scripts, film stuff. More music projects, more mixes. I never do Top 40 mixes just to be relevant. Every musical mix I do has a story and is rooted in my experiences, feelings.

Is there something about yourself that you really want to get rid of?

Not really. I’m happy with the imperfections. The sooner you accept who you are, the more free you are to be more and do more. If you’re not happy with who you are, then there will be a lot of inner conflict that will hold you back from doing stuff. You don’t get to choose what you look like, who your parents are, but you do get to choose what you can do about it. I hope I don’t sound too preachy…

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“I never do Top 40 mixes just to be relevant.”

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What do you like to do for fun?

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Rest and recreation.

Many things. At the core, there’s music, diving, travelling…

permanent home. I learn to get comfortable wherever I am. When I was in Form One*, I went to four different schools.

Are you a diving enthusiast? Do you teach diving?

Did that also form your sense of relationships?

As in, nothing is permanent?

It’s a hobby I picked up after my divorce. I did all the cliché shit. Go to the gym, get a new hobby, meet new people. When you’re married, you tend to be low-risk. And nothing tipped me over until then.

Yes, absolutely.

Where’s your favourite diving spot?

OK, this is rather random, but which animal sums up your personality?

I haven’t been outside Malaysia yet. I’m still a beginner. I’m not ready to go into different conditions. But there’s a lot to see within Malaysia.

Where would your ideal home be?

I spent a lot of my youth moving around. I have no concept of a

But do you believe in lifelong friendships?

Yes, I do. But it takes me some time to warm up.

Hahaha… I love these questions…

Best giler*. Um… a wolf. I’m a low-key alpha male. I try not to be too obvious, but I’m very competitive. I love the thrill of going in for the kill. There’s a big rush in being the first.

So that’s a kiasu* thing?

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It’s not so much of a kiasu thing… It’s more of a personal thing. To prove to myself that I can do something. I think wolves are single-minded when it comes to some things, but they are excellent pack hunters. I work very well with people, but you’d have to be on the same wavelength.

Final question! Who is the most influential person in your life? (laughs) I have a muse. Yes, that’s her, on the balcony, reading Haruki Murakami. But let’s keep her identity a secret, for now.

Creatively, you’d need something external as an influence. Only to show

you a certain way to do things. It’s good to model yourself after someone. That’s where the bulk of learning comes from.

There’s a saying that you’re a composite of all the people close to you. But if you want me to answer the question directly, family would be the biggest influence.

And my best friends. They influence the things in my head.

This interview was conducted in February 2017.

Check out what Suffian is up to here: soundcloud.com/kamo_dbco mixcloud.com/suffianr publicschoolkl.com instagram.com/fono.kl

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“I try not to be too obvious, but I’m very competitive.”

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Suffian’s stuff 1 “This is one of my most prized possessions.

It’s a white label. A test-print record; no art, no sleeve. It’s probably not playable anymore because it’s scratched. But that’s OK.” 2 “I wore this tengkolok* for my wedding, and the rental guy forgot to take it back”.

Modeled by a Star Wars AT-AT walker.

3 “These are my grandpa’s lighters. He was a smoker. Lived to 73.”

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*Glossary Best giler: A colloquial Malay expression that literally means ‘crazy awesome’.

Bukit Aman: The headquarters of the Royal Malaysia Police.

Dato’/Tan Sri: Honorific titles bestowed on distinguished people by Malaysian royalty.

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Form One: The first year in secondary school.

isa:

Internal Security Act, a law in response to the Communist Insurgency, allowing detention without trial.

Kiasu: A Hokkien term that describes someone who is afraid to lose.

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ktm:

Keretapi Tanah Melayu. A company that operates most of the railway networks in Peninsular Malaysia.

Madison Avenue: The birthplace of modern advertising, as depicted in the award-winning TV series Mad Men. Malaysiakini: An online pioneer in covering news outside the mainstream perspective.

Paul Tan: The go-to online portal for all things automotive in Malaysia.

Tengkolok: A Malay headdress, worn by the groom as part of a traditional wedding outfit.

VJ Anand: Executive Creative Director at Indonesia-based logistics service Go-Jek

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Geometry: Geometry Global, a multinational ad agency specialising in shopper marketing.

The sooner you accept who you are, the more free you are to be more and do more.

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May 2018 Writer, art director Liyana Liyana.Aina@gmail.com instagram.com/pfrsch PayPal.me/LiyanaAina Film photographer Nurul Huda nurulhudamatrusdi@gmail.com instagram.com/nurulhudamr