Hong Kong finger-painting ex-adman’s self-promotion pays dividends

Justin Whye didn’t go to art school or receive any formal training in painting. What he did have was a passion for colour, enough to convince him to leave a job in advertising and become a full-time artist.

That was only two years ago and now his decorative art has found its way onto Penhaligon’s perfume bottles, shop windows and lately, at the Cordis Hotel in Mong Kok.

The reason for his success is his talent for marketing as much as his artistic flair.

The 45-year-old – better known as Justin Y – was born in China but has called Hong Kong home for the past 15 years. He started in advertising and opened his own business as a brand consultant. His experience in the corporate world has helped tremendously with his career as an artist.

He spends the bulk of his time promoting his work rather than creating it. “The majority of artists from a traditional point spend 95 per cent of their time creating,” he says. “But for me, I like the interaction with my clients. I like to know what they want, and why they like this particular piece of work. That creates more understanding and appreciation for what I should create.”

Whye paints with his fingers, smearing colours not only on canvas, but also on cars, perfume bottles and handbags.