“Good ideas will be seen”: The Nine Shanghai’s Jody Xiong on art, precision, and the prestigious AWARD Pencil
The Nine Shanghai has emerged as one of China’s most distinctive creative boutiques, collecting multiple accolades across different styles of work.
Led by Director and CCO Jody Xiong, the agency describes itself as a “commercial art lab”, a philosophy reflected in its 2024 Gold win in Film Art Direction for Right and Wrong for NOOOF Design Lab.
In this interview, Xiong reflects on experimentation in a performance-driven market, the philosophy behind Right and Wrong, and why AWARD Awards’ international jury makes it a must-enter for ambitious agencies across Asia.
You describe The Nine Shanghai as a “commercial art lab” rather than a traditional agency. In a fast-moving, performance-driven market like China, how do you protect space for experimentation while still meeting your clients’ commercial needs?
I define The Nine Shanghai as a “commercial art lab” because, in the rapidly changing Chinese market, true creative power comes from a continuous dialogue between precision and art.
The essence of advertising is to clearly convey brand and product information. We have never deviated from this point: the audience must first understand what you are saying. But the way of communication determines whether the information is fleeting or reaches people’s hearts.
We use creative and even artistic expression to hit emotions precisely: touching, surprising, humorous, bizarre or shocking.
This is not a compromise between business and art, but a complementary one: first grasp the precision of product and brand communication, then endow it with unique artistic qualities. This persistence has won the appreciation of courageous and insightful clients and gradually gained recognition in the Chinese market.
Some people think “art” is decoration in business. But when we talk about art in advertising, we are exploring how visual language constructs a symbolic system of consumer cognition. Art is not an isolated aesthetic game, but a narrative field with emotional resonance.
Winning Gold in Film Art Direction for Right and Wrong is a testament to pure visual craft. The film is surreal and philosophical and doesn’t feel like an “ad.” Was it a challenge to convince NOOOF Design Lab to take such a conceptual path?
Challenges do exist, but the core challenge is never the client’s acceptance; it’s whether we can be more disruptive than they imagine.
Mr. Gu Teng, founder of NOOOF Design Lab, has extremely high requirements for aesthetics and creativity. He gave us ample budget and creative freedom, but closely watched every detail, constantly pushing us to take another step forward. This sense of being “gazed upon” unleashes the team’s greatest potential.
When conceptualising Right and Wrong, we proposed a ground-breaking core concept: “Born Great, Beyond Dichotomy.” It is both a design manifesto and a philosophical reflection. We explore whether absolute right or wrong truly exists, or whether life’s charm comes from uncertainty and ambiguity.
Visually, we symbolised and anthropomorphised the “√” and “X”, placing them in a postmodern experimental space. Through abstract identity transformations and chaotic scenes, we constructed visual and intellectual tension.
Mr. Gu Teng insisted on releasing the film in China with English voiceover and Chinese subtitles. This sparked widespread discussion and increased attention for the “NOOOF Right or Wrong Research Lab,” attracting new design projects.
I am fortunate to have encountered such a client, willing to accompany us on an adventure. This AWARD Gold Pencil is the best witness of that mutual trust.
The Nine has been recognised at AWARD for several years running. How has this sustained recognition shaped your creative confidence and your ability to attract bolder clients?
Winning multiple Pencils over consecutive years with different styles has earned the brand attention and respect from clients.
During the creative proposal and execution phases, we feel that our opinions are being listened to more seriously – this is not only an increase in discourse power, but also means that clients are starting to see us as a trustworthy creative partner, not just an executor.
This “seen” trust attracts clients with more courage. They are willing to embrace more adventurous creative directions because they know they are supported by a team tested by international standards.
Participating in AWARD means placing ourselves in an international context to examine our work and seek breakthroughs. Winning a Pencil is not just an honour; it is an uncompromising self-examination.
Why is the AWARD Awards a must-enter for independent agencies across Asia?
A founder of a domestic awards show once asked why I travelled thousands of miles to enter an award so far from home. My answer was simple: AWARD has one of the most internationally minded and impartial juries.
I remember the chairman of the judging panel that year was Jeff Goodby, a legendary figure in advertising. His campaign “Got Milk?” remains one of the most celebrated ideas in the history of the industry. When your work is strong, putting it in front of a jury of that calibre means you can rest easy, knowing good ideas will be recognised and respected.
Looking at the work coming out of Asia right now, what is your message to agencies sitting on the fence about entering the 2026 AWARD Awards?
Real cases, original ideas and beautiful execution should not remain in one market, locked in drawers or dormant on hard drives.
The biggest waste of creativity is not doing it well enough, but never being put on a big enough stage to be tested.
Now is the time to step onto the regional stage. Asia’s creative power is being re-examined by the world. AWARD Pencils represent strict standards. Recognition here means your work not only moves the local community, but also withstands international scrutiny.
Submit the best works. Let them be seen, discussed and remembered.
On-time entries for the 47th AWARD Awards close next Friday 13 March, with an extended deadline of 17 April. Check out the categories and download the entry kit here.