NAMUUNDARI Dashdorj - On Forming Brand Identities and Addressing Social Issues Through Creativity at VMLY&R
Photographed by Suniko
Get to know Namuundari Dashdorj (Class of 2009, at Hobby: 1999-2002), the Art Director at VMLY&R Mongolia LLC. Learn how she is forming brand identities and addressing social issues through her creativity. Namka's passion includes sustainable living, helping children and people, raising mental health awareness, and all aesthetically pleasing things.
Bilingual in Mongolian and English, she studied Business Management with Marketing pathway in Brunel University London.
Full name: Namuundari Dashdorj
Hobby Alumni: Class of 2009. Years attended 1999-2002
Higher Education: Business Management with Marketing pathway in Brunel University London (dropped out in final year)
Languages: Mongolian, English
Sector(s): Creative
Countries Lived In: Japan, United Kingdom and Mongolia
Current Workplace: VMLY&R Mongolia LLC
Past Workplaces: CLUB coworking
Frequented Website: www.waitbutwhy.com
Current phone: Google Pixel 2
3 Favorite Restaurants or Coffee shops in UB: The Green Zone, Rosewood, Fat Cat Jazz Club
3 Books To Recommend: The Unbearable Lightness of Being (Milan Kundera), Winnie-The-Pooh (A.A.Milne) - we should all be reminded of the innocence of childhood and look at the world with curiosity and imagination, Creative Confidence: Unleashing the Creative Potential Within Us All
3 Movies or TV-Shows To Recommend: Steven Universe, Fleabag, Daniel Sloss: Live shows
3 Songs You Are Listening To Most Right Now: Le Cygne (Yo-Yo Ma), Good Habits and Bad (Saba Lou), Mirrored Heart (FKA twigs)
3 Apps To Recommend: Wallet by BudgetBakers, Spotify, Pocket: Save. Read. Grow.
3 Podcasts or YouTube Channels To Recommend: 99% Invisible, Эсгий Хот, Joshua Weissman (YT)
EDUCATION
How many years have you studied at Hobby School, and where have you studied before and/or after Hobby?
From preschool to 3rd grade, so in total 3.5 years. I transferred to Orchlon School in my 4th grade and graduated there.
What kind of a student were you?
I was the quiet, shy type. I don’t think I ever spoke out loud, unless it was to answer my teachers. I became louder and a bit of a rebel during my high-school years, but still a straight-A student who just cursed more.
What was your nickname in high school?
My family members just called me Namka, and I guess it just stuck with me. I would introduce myself as Namka, the majority of the time. I didn't really like my name growing up, Namuundari - which means peaceful goddess, but I’ve grown to appreciate my name.
Anything you would do differently if you went back to high school again?
I guess I would be more of a risk-taker. I was scared of failure so I kept within my comfort zone.
What’s your fondest memory in Hobby?
Oh, I have so many. From dance classes where the boys picked the girls for ballroom dancing to playing hopscotch outside and climbing the stone walls surrounding the school. But my fondest memory would have to be when I was the lead in a play in 1st or 2nd grade. I played a chicken who was trying to bake bread but the ingredients went missing. I rehearsed it vigorously for weeks, but when I got on stage, I forgot every single line. My English teacher was mouthing the words from backstage but I couldn’t figure out what she was trying to say. I was mortified. The first and only time I bombed on stage.
What was your favorite class and teacher in high school?
I love my homeroom teacher Enkh-Otgon to this day. I heard she kept our notebooks and drawings, which she brought out on my classmates’ graduation day. Sadly I missed that moment due to an exam. Not exactly a teacher, but I was also very fond of the school librarian. I used to bring home a book from the library almost everyday. I was surprised that she still recognized me after 6 years when I came to Hobby to visit my classmates.
What activities did you like when you were in high school?
I used to do a variety of activities. I was and still am very crafty and creative.
“I took piano lessons when I was younger. I also tried to learn the guitar by myself. I used to illustrate and write about daily mulling and random thoughts on my blog. I guess you can say I was trying out a variety of stuff to figure out what I liked back then. ”
I remember I participated in a debate competition organized from Hobby school when I was at Orchlon. My team was a joint team of students from Hobby and myself. It was an interesting experience and also a great opportunity to catch up with my old classmates and school.
How do you think Hobby shaped you for the future?
I think Hobby shaped me a lot to be where I am now. My homeroom teacher Enkh-Otgon was a sweetheart. She was a very supportive teacher. Our classmates all had something to learn from her. I think our classmates are great people with great ethics and morals. It's really easy to be friends with my former classmates even after so many years. I think it is largely due to our teacher Enkh-Otgon and former principal Oyuntsetseg.
Hobby impacted me to become a book lover. The library had a great collection of English books. I signed out a book almost every day.
“Hobby also introduced the musical side of my life and I definitely give credit to Hobby for that.
The teachers at Hobby were kind and sweet that helped us become good people in general. ”
When did you start playing the piano?
I performed at Hobby’s end of the year concert when I was in preschool. I started taking piano classes through Hobby school’s piano teacher and changed to my current teacher Narantsatsral Damba when I was in third grade until I graduated high school. In total I played for a total of 12 years and I took it very seriously the last 5 years. I used to think I could have had a career as a professional pianist if it wasn’t for my tiny hands. (laughs)
What made you decide to organize your own solo concert?
Usually students from my piano training center organize a solo concert once they graduate from high school. My sister, cousin and I performed at our solo concert in 2009. I completely fell in love with performing on stage with a full orchestra. It’s very nerve-racking and rewarding at the same time.
After we organized our concert in 2009, I stopped playing piano for ten years because of university and going abroad. But last year, my teacher contacted me informing me that she was planning on organizing a concert with all the former graduates of the piano center. I am really glad she reached out to me because I fell in love with piano all over again, which led me to organize my own solo concert. It was very daunting and very overwhelming because I didn't know what I was getting myself into.
How did you overcome your stress and fear of a solo concert?
If you don't play the piano for a long time, your fingers become stiff. When I decided to organize my concert, I had to relearn everything in four to five months because all the muscle memory had disappeared and I no longer had the dexterity to perform fast pieces. I practiced everyday in preparation for the concert and it took its toll on my physical body. I had extreme back pain, horrible carpal tunnel syndrome and my body was aching all over. I also had to prepare for the concert mentally. It was very stressful during the preparation period but it was rewarding to go up on stage and perform with a whole orchestra and it's something only a lucky few get to experience. I am grateful for the opportunity to experience that thanks to my piano teacher. I am grateful for her constant support and never-ending belief in me.
Can you please explain your practice routine?
“Patience and Practice. In order to perfect a specific section, you have to practice it over and over again until you can play it without any mistakes and get the emotional aspect of the piece right.”
If you are confident at what you can do, then you are also mentally prepared.
To avoid making any minor mistakes, I have to practice as much as I can. I would finish my work at 7 or 8pm, go home, eat some dinner and practice for five or six hours. But at that time it felt like it wasn't enough because I decided to organize my concert in September and the concert date was set in January. I had several months to prepare but still felt like I wasn't ready. It was a crazy decision and sometimes I wonder why I even decided to do it.
Do you think you will organize another concert sometime in the future?
I don’t think so, but then maybe yes? I am planning on playing a piece at an online concert my teacher is organizing this year to honor her late husband, Butenbayar Namsraijav, the honored conductor of the State Philharmonic. In terms of another solo concert, maybe in ten years when I forget about all the stress, so ask me again then. ( laughs)
What influenced you to choose your major and university for your bachelors?
I was a science nerd back in high school and I would participate in science Olympiads and national competitions. But when it came to choosing my major as a senior in high school, I kind of wanted to go into a more artistic field, as I was always a visual and creative type of person. At the time, I wanted to study fashion design or graphic design but then my parents wanted me to pursue a more traditional major, so I chose biotechnology. I was really interested and passionate about it but the field requires you to spend a lot of time in the lab and towards the end, I just didn't have the patience to pursue it as a career. My passion was dissipating bit by bit.
When I had the chance to go to the United Kingdom when I turned 19, I decided to change my major to business management with marketing. I planned to improve my visual skills like designing and illustrating on my own, and study business management and marketing in university. I realized that I can fuse those two fields and start my career in the advertising field. It was a fusion of what I wanted to do and what my parents wanted me to do.
What was the city/country like where you studied?
London was very gray. The lack of sunlight in London was no joke. We wouldn’t see the sun from October until late March. During the winter, the sun rises after 9am and sets at 5pm so I went to university in the dark and came home in the dark. It takes a mental toll on a person when you don't see the sun for a long time. But I loved the culture, the people, the places and the atmosphere. There’s always something new to do and someplace new to try. I miss London all the time.
What other options do you have besides the university you go into?
My first choice was City, University of London and my second choice was Queen Mary. I received my acceptance letter from Queen Mary and proceeded on obtaining my UK Visa but in the middle of the Visa process, I received my acceptance letter to City, University of London. That was a bummer.
Were there any particular places or activities you enjoyed doing while you lived in London?
I loved walking around London listening to music. Especially the area around Notting Hill or Shoreditch. I used to go on a street art tour every year because the scene is constantly changing and there’s always new stories to listen to every single time. I also loved sitting outside cafes or at a park to read books or just people-watch on my weekends.
Did you work when you were studying in London?
I wanted to but my parents wanted me to focus on my studies so I never worked when I was studying in university. I am forever grateful for my parents for always supporting me. I did however take a gap year in university to intern at a small marketing agency.
CAREER
What were your first paying jobs?
My first paying job was at CLUB Coworking in 2016 towards the end of my gap year when I was back from London during the summer. Before, it has always been internships and volunteer work. My position was Community Manager. I was the first point of contact when we had visitors, engaging with potential and existing members and providing information if needed.
“As an introverted person, it was challenging in the beginning as it was completely out of my comfort zone, but it pushed me to be more open and helped me become a better conversationalist. ”
When I was working at CLUB Coworking, I had the opportunity to meet a lot of new and interesting people. My employment there was a significant milestone in my life because I found my career path and met my future employer and collaborators.
Where do you work now?
I am currently working as an Art Director at VMLY&R Mongolia. It’s the local office of a global marketing agency that operates in over 100 locations worldwide.
What do you do as an Art Director?
As an Art Director, I am responsible for the concept development of clients’ marketing needs, which can range from their social media presence, PR campaigns to event management. It can involve creating their visual identities and communication strategies in order to improve their brand positioning.
A common misconception about your sector/job?
“I think a common misconception about my job would be that people assume it is a very easy job to do. But in reality, it takes lots of planning, constant improvement of your skills and extensive research to produce the concept that your client needs. ”
Every day is different, and every client is different. It is not your routine daily job. You have to come up with new solutions for your client’s specific needs and requirements. You have to keep proving that you are creative and not just a one-hit wonder. Sometimes I think if I were an accountant it would have been easier because I was very good at it when I was in university (laughs). But at the same time I hate paper based jobs.
I have no regret choosing this field. It’s very challenging. It can be very emotional and mentally draining but at the end of the day, I love being in the creative field. I love what I do.
Biggest mistake/challenge you have faced at work and how did you overcome this obstacle?
I would have to say the endless deadlines to meet because we work with multiple clients and multiple projects are ongoing simultaneously. We always have a deadline to meet on a daily basis. And if you experience a creative block when you have deadlines, it’s the worst thing that can happen.
My job description is to be creative and to think outside of the box so when you’re in a rut, it causes a lot of stress and anxiety.
“To overcome my creative block, I usually take a step back from the work, research and read up on random, unrelated topics to reset my mind, and then I find myself pacing around, analysing the problem at hand. That usually helps me see the work from a different perspective.”
What do you find rewarding from your job?
When I have those “Aha” moments. It's when you think of a brilliant creative concept and you can't wait to present it to the client. Basically your body is vibrating from all the excitement while you are preparing your pitch presentation and you are thinking of all the ways you can sell the idea to your client.
“And when you are pitching your idea to the client, if you see their eyes light up and get as excited as you are, that’s when you realize you’ve hit the nail. The fact that my idea is what my client is looking for is why I do what I do.”
It’s like you are having those Don Draper moments from the TV-series Mad Men. That's why I really love my job. When the outcome is exciting to both my colleagues and clients, nothing parallels that feeling.
Can you tell us about your work culture?
“It’s important to be knowledgeable and well informed of the client’s sector so it helps if you are well-read on all sorts of topics and industries. When a client hires us, we have to become an expert in that field. ”
It’s also a must to be curious about successful advertising case studies and industry trends around the world. It’s very difficult to come up with an original idea but if you have a library of case studies to pull inspiration from, the job is easier. You can analyse what works, what doesn’t and learn from others’ experiences in order to develop a successful campaign.
I actually get bored quite easily and my job at working at an agency provides me with the opportunity to expand my horizons and learn something new everyday.
What is your long term goal in your career or passion?
I’ve realized projects and organizations that are working to impact society, and trying to make the world a better place are lacking the proper communication and outreach strategy. Public’s knowledge of their work is limited. I think marketers are essential to the successful implementation of the work and can help raise awareness of the organization's message and work. All of the great work that they are doing doesn't reach the target audience.
“I want to help further the development of the country and solve current social issues with the experience I gained in the marketing sector. Be part of the change that I want to see in the country and not sit back and criticize.”
Be the change maker and be the impacting force and use my skills for the implementation of those projects. I want to use my creativity for the betterment of the society.
Were there any cases where you thought your knowledge and expertise was needed?
There are so many projects that need to be highlighted. Within my network, there are a lot of individuals who are implementing important projects. They come to me for advice on how to correctly interpret their message to their target audience. The problems most organizations face in terms of marketing seemed like a no brainer for me as a marketer but they lacked the experience and methods to successfully communicate their message.
“There are so many projects in Mongolia that need to be highlighted, needs to be known but then they lack the human resource and don’t know what to do. I think I fit right into the gap that is missing in terms of the creativity part.”
.The public criticize the lack of content for children and when you actually look at the contents developed for children, it's only limited to a certain part of the population and usually lacks elements that are crucial to children’s brain and emotional development. We can teach children ethics and morals through children’s contents and just enable them to become more compassionate and better people. Children’s contents require more attention to detail, creativity and specialists to help them. I believe I can be part of that.
How did you become an active member of the “Byatshan Agaar” campaign?
Onon Bayasgalan, who is a good friend of mine, contacted me informing me that she was starting a fundraiser campaign to donate air purifiers to kindergartens and hospital wards. We can afford air purifiers but kindergartens and hospital wards located in the most polluted part of the city can’t afford to purchase air purifiers even though children are more susceptible to respiratory diseases caused by air pollution.
It’s heartbreaking to see all these kids who spend their winters in and out of hospitals. We wanted to make sure these kids could at least get a full night's sleep with an air purifier. Our campaign strategy was mostly based on social media platforms so I was in charge of the concept development and execution of the contents. I applied what I could do, like shooting and editing the videos, posters, anything related to social outreach.
“(At Byatshan Agaar) I created the contents by myself when it usually requires a whole team. I’m a one-woman team (laughs). I am happy that I was able to contribute to the campaign in my own way. ”
“Byatshan Agaar” campaign was successful in donating 89 air purifiers to several kindergartens and hospital wards throughout Ulaanbaatar city.
How was it like working on Magnolian’s music video “Caroline”?
I actually collaborated with Magnolian on several different projects. I was the Art Director for Magnolian’s iCinema concert in 2016, in which I created the visuals on the screen. We actually knew each other from high school. Few years back, we ran into each other at CLUB Coworking as he was a member there. He respected my visual artistry.
“One of the great things about working with Magnolian is that he gives us the creative freedom without any boundaries. He is the perfect person to collaborate with.”
Odmandakh Bataa, my former colleague, collaborated with Magnolian on several of his music videos. He wanted to make the music video for the song “Caroline” but they couldn't decide on the overall concept of the video, so they reached out to me and I suggested a few ideas on the concept of the video.
Since the song Caroline was about a girl, I wanted to show who Caroline was through random, mundane objects, like a hair tie that she used or the kind of pins she used to have in her jackets etc to evoke a nostalgic and bittersweet feeling. It snowballed into creating a music video where it was very personal for Magnolian himself. He actually used his own personal home videos from his childhood and all of the objects he collected throughout his life. It became a very personal and nostalgic music video for the artist and also for me as well. We collected around 670 items in total and 2/3 of the items were mine to create the stop motion part of the video. So in a sense, it became a very hidden, personal story of myself too.
What do you do when you reach a creative block?
I don’t push it. I usually take it easy and not fret about it too much. I know that I can be creative and I’m confident in my skills, it’s just that it needs a holiday once in a while.
“When you take a step back, you’re allowing your mind to reset so I personally think it’s okay to procrastinate a little. I’m what they call an “active procrastinator”. Even though I’m not working on it, my mind is always thinking about it unconsciously in the back of my head. ”
And when I do get behind my desk, I can usually find the answer I’m looking for without straining myself. If all else fails, ask for help. Talking to others always helps you gain an insight you’ve never thought of before.
What are your thoughts on the current COVID-19 situation? Or How are you dealing with strict quarantine measurement?
I think everyone is overreacting. More realistic and effective measures should be in place, instead of locking down everything. The after-effects of this strict quarantine will be much more damaging in the future. Because I live alone, it was pretty difficult in the beginning, so I made sure to contact friends and family almost everyday to just talk and check up on each other. We would do group video calls and play games, which helped a lot to stay mentally healthy. When you’re ending the day with a game session full of laughter, even if you’re physically alone, you don’t feel lonely and loneliness is so damaging to a person’s mental health. It was also so important to keep a strict schedule and planning my week beforehand helped me stay focused when working from home. I actually enjoy working from home more than working at the office. I’m much more productive. We should do this at least once a week every winter. We can be so much more productive when we’re not stuck in traffic for hours.
Mentors? How did you pick them as mentors?
I’m not a mentor-seeking kind of person. I put my heart and soul into all the projects I work on and I’m always willing to learn more, so everyone is my mentor. My colleagues are my mentors. My friends are my mentors. My family members are my mentor.
Where do you see yourself in 5 years
I might be doing anything, as long as I’m enjoying the moment and staying present.
FUN QUESTIONS
Married? Kids? Single? What are your thoughts on family planning in Mongolia?
“I’m single. I take family planning very seriously because you have to be in a healthy relationship in order to create a nurturing and positive environment for children, which is vital for them to become emotionally and mentally healthy adults.”
I think it’s crucial to have the same life values, lifestyles and most importantly, have mutual respect in order to be in a healthy relationship and you can only figure that out when you experience all sorts of obstacles together. I think it’s also important for the individuals in the relationship to figure out who they are and what they want to do in life before having children because when there’s a human being that is fully dependent on you, you won’t have time to think about yourself or do what you want to do.
Work-life balance? How do you juggle it all?
Horribly (laughs). It’s getting harder in lockdown but it’s really important to schedule out your day, or preferably your week beforehand so that you can make sure you’re not overworking and make sure to allocate enough time for yourself.
Good and bad habits?
Maybe honesty is my good habit? Because I’ve been trying to figure out what my good habit is for the past 10 minutes, and I can’t find a single good habit that I consistently do without fail. So, honesty it is.
Bad habit would be my horrible sleep schedule. It’s in my genes, so it’s that much harder to maintain a healthy sleep schedule because my body wants to do the exact opposite of what I want it to do, which is sleep at a reasonable time.
Life advice that helped you the most? Who gave this advice?
“There will be a time when we must choose between what is easy and what is right” - Albus Dumbledore
“My moral compass is largely due to the books I read as a child and this particular one etched itself into my brain permanently: Whatever choice I’m making, even if it’s a minor decision or a life-changing commitment, I make sure that it’s morally right. Even if it’s the difficult choice, it’s always worth it in the end.”
Can you tell us about your conscious purchases? And how do you find out about them?
“I try not to purchase any fast-fashion items. I make sure what I’m buying was made with sustainability in mind. If there’s a garment made from plastic bottles, then I’m willing to spend the extra money even if there’s a cheaper option.”
It makes the clothes I’m wearing that much more valuable. I follow environmentally conscious brands on IG so that helps me find what I’m looking for. That’s how I found out about Everlane’s ReNew line and got my winter parka from there, which was made from recycling 47 plastic bottles. I also shop from second-hand, vintage stores whenever I go abroad. It’s so underrated. You can find so many unique pieces from there. All of my favourite clothes are from second-hand shops.
I’m so glad that stores like Toirog and Tako Vintage Clothing have opened and I can see people are becoming more open-minded about wearing used clothing. I also carry around my own utensils so that I don’t have to use plastic utensils when eating out. I even bought a wide metal straw and a big mason jar to drink bubble tea without feeling guilty.
Funniest story at work you can share with us?
It’s always fun at work when you’re teammates with people who are paid to think outside the box. The most fun times at work would be taking our anniversary or any sort of celebratory photos. They are always hilarious because we just let loose and the creativity kraken is unleashed.
If you can pass 1 law globally, what would it be?
Animal protection.
If you can fix 1 problem in Mongolia, what would it be?
“Mongolia needs better urban planning. I want cities to be more incluvise. For example, safe and inclusive pedestrian streets, more public transportation, more community spaces and green areas. And no more fountains, please.”
If you could have dinner with anyone dead or alive who would it be?
I would love to have dinner with Rebecca Sugar, the creator of Steven Universe. I’ve always wanted to know her creative process, how she creates stories that revolve around really complex emotions and heavy mental health issues with so much empathy, sensitivity and inclusivity.
Which 3 books influenced your life the most? Briefly explain why.
It’s important to learn about morals, empathy and humor from a young age and these books played a huge part in who I am today:
A Series of Unfortunate Events by Lemony Snicket
The Little Prince
Mary Poppins
Every child should read these books.
If you were a superhero, what powers would you have?
The ability to time travel. Because I have horrible time management.
If you could go back in time, what year would you travel to?
I don't want to go back in time, I want to go forward in time. I think 2060.
How do you relax? What’s your hobby or where can we find you when you are not working?
Probably cuddling with my cat. I overwork because of all these deadlines so I want to get proper sleep.
When you were young, what did you want to be when you grow up?
Hotel cleaner or clerk. Don’t ask me why. Even I don’t know why.
Who is your role model in Mongolia? A living person and why?
My role model is my Mother.
If you could compare yourself to another animal, what animal would you be?
Panda
A personal advice you would like to extend to fellow Hobby students?
When it comes to choosing your major, be more open minded and open to new possibilities.
Life can throw you a lot of curveballs. Reality can be extremely different from what you imagined your life to be when you were younger because most of the time, life is completely out of your control. Don’t fret too much on reaching your goal and don’t compare yourself to others in a toxic way.
“Enjoy your life more. Enjoy the golden hour without taking a selfie, feel the breeze instead of rushing from one place to another, observe the people passing by. Just be more present.”
A personal advice you would like to extend to fellow Hobby alumni?
Do more good. It can help you be more grateful in your day-to-day life and it keeps you grounded. You get to make someone’s life better and you get to feel fulfilled. It’s a win-win situation.
Name 3 conspiracy theories you believe in.
The deep state. Just kidding. I don’t pay much mind to conspiracy theories.
Any last comments before we wrap up?
“It’s important to check up on your loved ones everywhere because COVID-19 related lockdown measurements are affecting everyone mentally and physically. ”
Who would you recommend to interview next from Hobby Alumni? And Why?
Khaliun Purev - Class of 2009. We never really sat in the same classroom but we have become good friends later in life. She worked in a variety of fields and I think she would have an interesting story to tell.
“We can teach children ethics and morals through children’s contents and just enable them to become more compassionate and better people.
Children’s contents require more attention to detail, creativity, and specialists to help them.”