Talkshow “The idea is not the work you see”: Unveiling the Process Behind Creative Work

In the marketing and communications industry, audiences often perceive only the final product, a viral video, an attractive design, or a campaign widely shared across social platforms. However, these outcomes are the result of a far more intricate process involving observation, analysis, critical thinking, and the synthesis of data, user behavior, and social context.

This message is emphasized in the talk show “The Idea Is Not the Work You See”, held by the Faculty of Marketing and Communication at Hoa Sen University on May 9, 2026, offering students valuable insight into the realities of creative work in professional environments.

Sustained creative ideation beyond fleeting inspiration

On May 9, 2026, the Faculty of Marketing and Communication at Hoa Sen University (HSU) organized the talk show “The Idea Is Not the Work You See”, attracting HSU students as well as others interested in the creative field. The program brought together speakers from leading agencies, businesses, and creative hubs in the creative industry:

1. Mr. Phan Trong Binh, Founder of Bold Creative Training Lab, ECD at Chuo Senko Vietnam Company Limited;
2. Mr. Nguyen Quy Hiep, Creative Manager at VNG Games;
3. Mr. Ong Thi Toan, Creative Director at Tree Communications Company Limited;
4. Mr. Nguyen Thanh Thoai, Creative Director at Xanh Marketing;
5. Mr. Nguyen Hai Trieu, Art Director at Havas Group Vietnam Limited Liability Company; and,
6. Mr. Hieu Phung, Former Junior Art Director.

Rather than merely discussing great ideas, the speakers examined how creative ideas are formed in practice, from observing daily life and analyzing user insights to determining appropriate approaches for brands and markets.

Through real professional stories, HSU students gained a clearer view of how media products are made, from turning insights into ideas to understanding why execution is only one part of a campaign, and how logic, data, experience, and observation shape the process.

One of the most memorable points for attendees was how the speakers described the concept of an “idea”. “Ideas” were not sudden inspiration; they came from research, from understanding people, and from constantly questioning what was happening around them.

The talk show also gives a realistic picture of today’s creative industry, where a product is not only about being visually appealing or viral, but also about having a clear and consistent thought process behind every image, word, and brand experience.

Expansion of experiential learning at HSU through industry engagement

“The work is the execution. The idea is the thinking behind it”

That message not only marks the end of the discussion but also reminds young creatives that before producing compelling work, they must first learn to observe, think critically, and tell meaningful stories in their own voice.

Through networking activities with businesses and real-world experts, HSU continues to build a learning environment where students go beyond acquiring specialized knowledge and instead gain insight into how the industry operates, thinks, and transforms in today’s digital media landscape.