HQ
Eric Sumleethong
Creative Director — Creative Director
Sonder's Creative Director. Fell in love with filmmaking at 7 watching a Michael Jackson music video. Now he tells the Sonder story — turning the passion of 30 barbers into content that moves people. Lost 21kg since joining. Locked in.
“A good filmmaker isn't just someone who knows how to shoot and edit — it's problem solving and being able to build stories on the fly.”
How It Started
I watched a Michael Jackson music video when I was 7 and wanted to film music videos.
Why Sonder
I believed in the vision and the brand's ethos aligns with me personally.
“Where our paths meet is passion and the love for the game. My love for filmmaking and telling stories paradoxically is the same love all the barbers at Sonder have. The need and hunger for knowledge and growth.”
Not a Barber — But Part of the Team
Although I'm not a barber, I've probably consumed the most hair education in the brand. You'd be better off asking a Chinese man to teach you English than to ask me to cut hair — but I know the theory. I feel lucky to be able to see every aspect of the business from the admin all the way down to the apprentice's point of view.
Why the Story Matters
What's beautiful about Sonder is if you look up the definition, the story is right there. We are all living vivid and complex lives. At Sonder we all come from separate experiences and lives that have led us to what we are destined to do.
Proudest Piece
Introducing that we're opening in Melbourne with Jordan. Sentimentally, not just for me but for everyone involved, it was a full circle moment and a stepping stone in terms of myself and how I believe I can elevate the brand's creative direction and social presence.
How Sonder Inspires the Work
All the boys have great ideas but it's my job to visually and conceptually bring it to life and I'm constantly around that environment.
What Sonder Means
The Sonder ethos aligns with me personally so waking up everyday and having the pursuit to become better — not just creatively but personally — and doing it with a bunch of lads who have the same hunger. It's pretty damn good.
How It Changed Everything
I was 110kg, living life without intention, without discipline, getting by on talent and motivation without direction or purpose. I'm 89kg. Locked in.
“I wish they could see the relentless work and consistency. People say they want things and want to achieve things but are you actually willing to do the actual work? A lot of people aren't.”