In the digital age, standing out is no longer optional—it’s essential. For startups and businesses, the challenge isn’t just about creating a good product or service; it’s about communicating that value effectively. With attention spans shrinking, video marketing has emerged as a powerful tool for brands to showcase their impact, connect emotionally with their audience, and drive meaningful engagement. But how do you craft a story that resonates while ensuring your brand’s goals are met? Jun Yi Lee, co-founder and creative director of Gram Videos, has made it his mission to bridge the gap between creativity and business results.
Jun Yi’s journey from a passionate creative to a trusted partner for top brands like UOB and StashAway highlights the importance of storytelling in business. Through his work, he has demonstrated how video content can transform brand communication—whether it’s simplifying complex ideas or amplifying a company’s mission. His dedication to education and mentoring reflects his belief that creativity when paired with strategic execution, can uplift brands and inspire change. This is his story, filled with valuable insights for entrepreneurs looking to make their mark.
Key Takeaways:
- Jun Yi Lee treats every project as a fresh start, constantly refining his ideas to meet client and audience satisfaction.
- Combining his passion for education and animation, Jun Yi creates videos that are informative, instructional, and impactful, aligning with his values.
- By leveraging compelling narratives in video marketing, Jun Yi helps brands establish trust, credibility, and meaningful connections with their audience.
Highlights
From Passion to Profession: Jun Yi Lee’s Journey into Animation
Q: What was the “aha” moment that led to your startup idea?
A: I was not the original founder of Gram, but rather a co-founder who was promoted from a Creative role. In this regard, perhaps I could share an ‘aha’ moment that led me to pursue the field of Animation professionally. When I was 14, I got introduced to animation as part of my school programme. I ended up spending countless hours, including weekends, working on my animation coursework and fell in love with the craft. I cannot imagine working in any other industry!
Q: How did a personal pain point or experience spark your idea?
A: I was a struggling student in an elite school. STEM subjects were obviously all the rage, and not many people took me and my art seriously. My decision to focus on the arts was pretty contrarian back then. A few classmates even told me to drop the subject, so as not to sabotage my own future. But I always thought what I pursued felt very natural to me, I do not regret it one bit. I found that with animation the possibilities for storytelling are endless, and you could essentially speak a very democratic visual language to all types of learners.
Q: Were there any serendipitous encounters or events that inspired your idea?
A: I would say it is through a combination of experiences. Let me share one that particularly shaped my character. It was my first year in college, and everyone was struggling with a module called Asian art history. It seems like not many people intuitively “got it”, because of the extensive anthropological and religious knowledge of the Asian cultures that one needed to hone, to even begin to understand what the art is all about.
Growing up I naturally gravitated to anthropological knowledge and the module came very naturally to me. Now instead of getting an easy “A”, I challenge myself instead to come out with a study guide to help more students get “A”s. Recently at an alumni gathering, a junior who is still pursuing her undergraduate degree told me that she recently managed to get a good grade for Asian art, after reading this widely shared study guide, and that it’s an honor to finally meet me. Now, that is what I call a legacy! While this anecdote may seem to have nothing to do with animation on the surface, it has everything to do with education – and that is my brand of creativity, where I can tell stories to educate while entertaining my audience, to elevate their knowledge and to uplift society at large.
Q: Can you describe the process of refining and clarifying your initial idea?
A: I begin every project as though it is brand new. I try to look at the existing problem statements, and give them a refreshing take via creative problem solving. I co-create animation and videos with my clients with their audience in mind. In that regard I am always refining my ideas because what I produced 10 years ago versus 2 days ago, will always be considered a work-in-progress to me. Until I do it to the absolute satisfaction of my clients and my audience; is my work considered well and truly done – until the next project comes along, of course!
Q: How does your startup idea align with your passions and values?
A: I’ve always considered myself a mentor and educator first, a creative second. Animation is the most natural way for me to realise that, because animation is informative, instructional and didactic in nature. I feel delighted when I work with clients to bring their ideas to life and bring value to their brands. As a competitive chapteh player, I’m also in the midst of conceptualising the sports anime featuring my beloved sport of chapteh – stay tuned for that!
Why Storytelling Matters for Every Brand
As businesses navigate an increasingly competitive landscape, the need for authentic storytelling has never been more urgent. Jun Yi Lee’s approach, combining artistry with strategic intent, offers a blueprint for leveraging video as a tool to build awareness, trust, and credibility. His work underscores the value of connecting with audiences through compelling narratives that inform, entertain, and inspire action.
Whether you’re an entrepreneur looking to pitch your startup, a corporation aiming to showcase your social impact, or an educator wanting to inspire students, video marketing provides a versatile platform to amplify your message. As Jun Yi Lee continues to mentor the next generation of creatives and empower businesses, his story reminds us that the right blend of passion, creativity, and strategy can drive real change—one frame at a time.
Highlights
Read this article in Chinese here.
