This spring, while COVID-19 made Tokyo quiet, my home turned into a feverish Rugby field, as we were all stuck at home all day: my wife, myself, and our 1-year-old boy. Every day, right before I tackle (or am tackled by) some tasks, I would pass the ball, our boy, to my wife. But soon she would have to tackle her own tasks, so the ball would be returned to me even as I struggle to get past the chaos. Step by step we would move the ball forward, and finally we get a try on the bed at night.

As this crisis has not given me time to look back on my career, I appreciate LIA for providing me with a chance to do so.

Five years ago, I was in Las Vegas to join Creative LIAisons. At the time, I traveled a lot with a light heart. I could go anywhere because I had almost nothing: no kids, no worries, and the same goes for my creative career achievements. Creative LIAisons was a truly great event because I still remember 5% of what I experienced in the seminars and talks. This is the highest record till now among every kind of seminar or conference I have attended in my life! Normal human beings (or at least I) cannot remember at all what happened 5 years ago.

However, this 5% of what I remember has definitely been a huge asset for me during the past 5 years. Thanks to the 5%, I became a creative director, winning several awards like Cannes, Adfest, Spikes Asia and other important awards. Yes, the issue is that LIA has not awarded my works yet.

The most important learning that I got from Creative LIAisons is DO WHAT YOU WANT, DON’T DO WHAT YOU DON’T WANT. I brought it back to my home city from Las Vegas. And yes, soon after that, I realized this attitude highlighted the ideal aspects more than the day-to-day life of a creative person. In our business life, we know that we have to face fuzzy projects, uncooperative coworkers, annoying bosses, and many other things we don’t want to deal with. However, if we keep this attitude in mind, I believe it will help our career. Let’s see a few examples. Because I always loved technology and science which projects our future, I had a chance to create robotic Bonsai which has AI technology and is able to communicate with humans; I also had a chance to create scientific, futuristic cuisines which were developed by data from a research about on-going global warming.

 

     Bons-AI by TDK                                                                                             Future Cuisine by Japan Aerospace Exploration Agency

 

I’m not sure whether they could even be called advertising or not, but let’s put that question aside. Actually, these experiences taught me that, if I can keep doing what I want, it leads me to the next big challenge that I want; for instance, these experiences led me to other chances for global technology industry clients. Of course, the opposite could happen too: if we do what we don’t want, and unfortunately that work is praised, we may have the next bigger thing that we don’t want. So, we creatives must have our own will at this age.

To the young creatives: let’s see what is important for you now. Today, we are all in the rugby field and it is totally a chaotic scrum. Don’t lose sight of your ball. In my case, the ball is my precious boy, not only because he is my child, but also because he gives me lots of creative inspiration. Your ball is your most important thing in life: what you want to do. It is what will keep you going, and what will move your career forward. Don’t let others take it away from you.

Based on the background of art, marketing and digital communication, Satoshi has devoted himself to creating a bunch of works in any domains such as film, web, event and PR. Many of his works has contributed to building brands transnationally for global clients. He was a LIA Creative LIAisons 2015 attendee and since then, his works received the international reputations including Cannes Lions, Spikes Asia and Adfest. He also served as a jury for Cannes, Adfest and other international festivals as well as many young competitions. For these kinds of dedication to industry, Japan Advertising Agencies Association awarded him as a Creator of the Year Medalist in 2019.