INTRO
Il y a ceux qui ont les idées, et ceux qui les réalisent, parmi eux, il y a les illustrateurs.
Un monde à part, qui rencontre celui de la publicité pour créer des campagnes originales, parfois primées dans des catégories sur mesure. L’illustration comme moyen d’expression publicitaire soulève des questions auprès des annonceurs. Ce n’est ni le dessin libre des enfants, ni les peintures que l’on contemple au musée. C’est un art appliqué si vaste qu’il déborde dans d’autres cases. Certains illustrateurs vous diront qu’ils sont graphistes, des artistes au sens large ou de simples dessinateurs. C’est un univers que la publicité a complètement investi et pourtant qui lui est parfois complètement étranger. Il y a des maîtres, des mouvements et de nombreux salons.
Notre rôle en tant que DA est souvent de diriger l’illustrateur, mais aussi de filtrer les demandes clients. De protéger l’artiste, de savoir respecter le processus créatif de chacun. Mais eux, qu’en pensent-ils ?
– Jenna

Jenna Haugmard est DA, dans son agence, elle a travaillé avec des dizaines d’illustrateurs. Elle partage régulièrement ses coups de cœur sur le compte insta @he_lo_ilu. Elle est aussi illustratrice, juré illu au Club des DA et au D&AD. Bref, elle est bien placée pour aller à la rencontre de ces créatifs !

Hey, what’s your illustrator name?
-BEYA PANICHA
Can you make a self-portrait ?

Where are you from?
-I’m originally from Thailand and currently based in Bangkok.
What has been your career path? What did you study ? Was it illustration?
-My passion for art began in early childhood. I nurtured this passion through a visual communication art degree and honed my skills at an illustration studio. This experience equipped me with the skills and confidence I needed to pursue a successful freelance career.
What illustrators were you a fan of as a child?
-Van Gogh has always been a major inspiration. I was captivated by his vibrant use of color, particularly in his sunflower paintings. And while his life story is certainly fascinating, it’s his unique perspective and emotional expression through art that truly resonated with me.



Did you hesitate to go into advertising? If so, why?
-I’ve always been a bit of a free spirit, so I didn’t spend much time overthinking it. Advertising felt like the right path at the time.
What accounts did you work on?
I work for big brand as Apple, Xbox, BMW, Prada, Vespa, Elle … and recently a funny McDonald’s poster ( with Ddb Paris & Jenna ).
Are there some brands you’d refuse to work for?
-I’ve had the good fortune to work with a variety of clients like Apple, BMW, and Xbox, as well as prestigious publications such as Vogue Thailand, ELLE Netherlands, and Vanity Fair US. I’ve also had the opportunity to collaborate with esteemed institutions like Bloomberg Businessweek and Zeitmagazin, and even contributed to campaigns for the Central Embassy.
Tell us about a project or projects that you’re most proud of ?
One of my most rewarding projects was a series of illustrations for Zeitmagazin where I paired watches with iconic German landmarks. I relished the creative challenge of marrying horological design with the unique character of each location. It was a fascinating journey of research and artistic exploration.
https://www.zeit.de/zeit-magazin/2024/47/uhren-schatzsuche

U-BahnhofHafenCity x Cartier
OscarNiemeyer x Hermes
European Central Bank x Tiffany&Co
Besucherzentrum x Seiko
Kunstmuseum x Vancleef
Autobahnkirche Siegerland x Heuer














What’s your go-to tool?
-I’ve made the transition from traditional art to digital art using an iPad. I enjoy the flexibility and convenience of digital art, and I love being able to easily try out new techniques and color palettes.
What’s the worst thing someone can ask an illustrator?
-Can you draw a picture for me for free? Hahaha!
What’s the ideal illustration brief?
-The ideal illustration brief is a clear and concise document that effectively communicates the project vision. It should outline the project goals, target audience, and desired style while also providing enough flexibility for the illustrator to bring their own creative flair to the project.
Which illustrators do you admire?
Andy Dixon and David Hockney have been significant influences on my work. I’m particularly drawn to their vibrant use of color and their ability to capture the essence of a scene with such energy.


And finally, what’s some advice you could give to other illustrators in order to ‘have fun’ in their work?
-The most important advice I can give is to remember to savor the journey. Focus on the joy of the creative process – experimenting with new techniques, exploring different styles, and finding inspiration in the everyday. Don’t get too caught up in the end result; enjoy the act of creation itself.
Instead of just drawing pictures, an illustrator is a visual storyteller, weaving narratives and emotions into every image.
