Debbie Millman has an ongoing project at PRINT titled “What Matters.” This is an effort to understand the interior life of artists, designers, and creative thinkers. This facet of the project is a request of each invited respondent to answer ten identical questions and submit a nonprofessional photograph.
Pum Lefebure is co-founder and chief creative officer of Design Army, a DC-based creative firm known for its wildly imaginative works for Hong Kong Ballet, Netflix, Saucony, The Ritz Carlton, Pepsico, and more.
What is the thing you like doing most in the world?
Travel! It’s how I get my creative inspiration from the cultures and language to food, music, and enticing scents. Be it Bangkok’s spicy street food, Provence’s seductive lavender fields or the Mediterranean’s salty air—I LOVE the unique smells. Design is so sensory, and travel lets you really absorb it all, where your every neuron is activated with newness and excitement. I just want to walk the Earth the rest of my life. You can’t be a designer or creative without seeing the world—it’s essential.
What is the first memory you have of being creative?
My favorite “toy” growing up was a set of 36 colored pencils. From at least five years old, I would just draw for hours—playing and dreaming up my own world. My mom was super encouraging with art classes, as my creativity expanded to dance and theater (I was funny—and always cast as Cinderella’s stepmom or some nemesis). I went to a crazy conservative Catholic school in Bangkok, so art was my form of self-expression. By high school’s end, my 36 pencils grew to over 200, which I’d obsessively arrange by hues and shades. My love for color and creativity today is totally a result of my childhood.
What is your biggest regret?
I wish I’d spent more time with my daughter, Sophie, as she was growing up. I was running my own company, which meant being away a lot on photoshoots and client meetings. It’s a balance for every woman—career and family. I did my best to blend them, but it was never enough. I missed many family dinners. If I could go back, I would have worked less.
How have you gotten over heartbreak?
I use experiences, like the tragedy of 9/11, to help put life in perspective—especially when I have a bad day. I don’t know how you get over heartbreak, but I try to use to make me a better mom, boss, and human—and not to take anything for granted.
What makes you cry?
When I see an elderly person shuffling and struggling along the street by themselves. It makes me sad that they’re alone without any help—and people rushing by so fast without giving them a hand. It’s so inconsiderate. I always help wherever I am.
How long does the pride and joy of accomplishing something last for you?
About one week…if it’s creative award like our recent Emmy for CityCenterDC’s “Celebrating YOU” campaign. I love toasting to our team’s hard work, using it as encouragement to keep pushing the creative limits and fuel our spirit for the next project. But for the accomplishment of how my husband Jake and I built Design Army from our small kitchen to a world class creative company—I’m endlessly proud of that. A lifetime. And seeing my daughter Sophie become such a strong, independent person, thriving on her own in college—that’s my forever pride and joy.
Do you believe in an afterlife, and if so, what does that look like to you?
I’m either going to be reincarnated or land above the clouds…I grew up in Buddhist Bangkok and went to Catholic school, so it gets a little confusing. If I have a choice, I’d like to be reincarnated as a majestic, magical tree. A strong, always growing, protective life force that changes every season, blooming beautiful flowers, where butterflies and birds fly, and a whole garden thrives.
What do you hate most about yourself?
I don’t know how to turn off work. I think about it ALL the time. That’s been my life since I started Design Army 20 years. Thankfully, design is my passion—I’m a “Designian” so work isn’t really work for me. But I’ve been trying to break the habit (and flip my mental focus) by exercising more and with fun hobbies like artistic floral arranging.
What do you love most about yourself?
I’m relentless. When I have an idea, I set a goal and become laser focused to make it happen. Whatever it takes. I love challenging what’s possible and pushing creativity to unimaginable heights. I always tell my team, the best project you’ve ever created is on your desk right now. To be great at your craft, you’ve got to sweat every detail.
What is your absolute favorite meal?
Any meal with my family. It’s the most satisfying—in every way