Today we’d like to introduce you to Justin Choy
Hi Justin, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I first moved to Los Angeles in 2014 for school, expecting to stay just a few years. But as soon as I experienced the energy of the city, I knew I’d found a special place. LA reminds me of Kuala Lumpur, where I’m from—it’s this incredible blend of modernity and history. There’s a space for every type of creativity here, and that drew me in immediately.
I initially went to school for marketing, but photography was always a hobby I loved. My first camera was a Canon EOS Rebel XS that I “borrowed” from my brother and began shooting for fun. Let’s just say the photos weren’t winning any awards, but it sparked a passion for documenting stories.
My career path took an unexpected turn when I interviewed for my first job. It was meant to be an analytics-focused role, but I noticed their social media presence needed work. I said, “You know what, what people see first is important.” Funny how life takes you in unexpected directions.
Eventually, friends of friends started asking if I could shoot for them. I was fortunate to help many small businesses in their early stages, developing their visual style and brand identity. It was incredibly rewarding and solidified my love for storytelling. Over time, I realized it made perfect sense to combine my business background with my passion for photography and storytelling.
For me, there’s always something new to try creatively. Whether it’s exploring different approaches to storytelling or pushing creative boundaries, I’ve been lucky to build a career helping brands tell compelling stories while staying creatively inspired.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not always. Being in a city as concentrated with creatives as Los Angeles can feel like a double-edged sword. There were moments when I doubted if I was “creative enough,” especially since I didn’t formally study it. Self-doubt is something most creative professionals face, and I wasn’t immune to it.
One challenge I faced early in my career was learning to balance achieving business goals while not taking criticism too personally. I quickly realized that while artistic freedom is important, aligning with business objectives is just as crucial. That shift in mindset made me more adaptable and strengthened my ability to create meaningful work within real-world constraints.
In many ways, I believe my non-linear path has made me a better creative. A saying I love is, “Limitations force creativity.” Having fewer resources or strict guidelines often pushes you to think outside the box and come up with innovative solutions. These experiences have shaped the way I tackle challenges today.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m a creative strategist and visual storyteller with a strong background in marketing, photography, and brand development. Currently, I lead the creative direction for a skincare company, overseeing everything from visual content creation to brand strategy. My goal is to ensure we consistently deliver compelling and cohesive narratives across all channels.
I also specialize in helping brands craft authentic stories by blending strategic insights with bold, impactful visuals. Whether it’s designing brand identities, developing multi-channel campaigns, or building creative strategies, I focus on creating work that connects with audiences on a deeper level.
One of the things I’m most proud of isn’t just the work I’ve done but the people I’ve mentored. I believe a strong team is the foundation of any creative success. Fresh perspectives often spark incredible ideas—they just need a bit of polish and guidance. I love helping junior team members refine their ideas, gain confidence, and bring their unique voices to the table. Watching them thrive has been one of the most rewarding parts of my career.
What sets me apart is my ability to combine hands-on experience in creative direction with years of business strategy and marketing expertise. I thrive on balancing artistic innovation with strategic objectives, ensuring that every project is not only visually compelling but also achieves measurable results. My approach is all about creating authentic, impactful work that drives meaningful connections.
What’s next?
This year, I’m diving into more personalized content. I want to document and share my journey as a creator—whether it’s tips on visual storytelling, behind-the-scenes looks at creative projects, or insights on balancing strategy with artistry. I hope sharing these experiences resonates with people and inspires them to think differently about creativity.
I’m also looking forward to working on more purpose-driven projects. Collaborating with brands that prioritize sustainability and social impact is something I’m passionate about. It’s exciting to be part of work that not only tells a great story but also contributes to something meaningful.
Contact Info:
- Website: https://justinchoycreative.com/
- Instagram: https://www.instagram.com/itsjustinframe
- LinkedIn: https://www.linkedin.com/in/justinchoy13/
