Naoki Ito, Qanta Shimizu, Hiroki Nakamura & Masashi Kawamura — Creative Directors, PARTY
The four creative creative directors talk to TheNextGag about why the prefer working in R&D, why advertising “ruins” technology and what japanese technology will take over the world soon.
Naoki Ito, Qanta Shimizu, Hiroki Nakamura & Masashi Kawamura are the Creative Directors of PARTY, a creative lab based in Japan and the USA.
PARTY has been recognized for several years as one of the best agencies in the world mixing technology and creativity to create innovative experiments for brands.
THENEXTGAG: WHAT TYPE OF PROTOTYPE ARE YOU LOOKING FORWARD TO DEVELOP ?
NAOKI ITO: We are now developing a lot and there is not much that I can talk about at the moment. Still, I would say, that we would like to find a new way of storytelling by the power of technology.
QANTA SHIMIZU: I believe the strength and role of our industry are the ability to make “culture.”I want to make prototypes of culture that include practical, game-changing, meaningful, and even meaningless things.
HIROKI NAKAMURA: Internet of things (IoT) is the current trend but I only want to create something that people need/want to have. I do not want to create useless things.
MASASHI KAWAMURA: It’s a secret
TNG: WHICH ONE OF YOUR PROJECTS ARE YOU THE MOST PROUD OF ?
NI: Among my recent works, I would say the design of Narita International Airport Terminal 3. We implemented running tracks used for track and field.
QS: That is “UNIQLO LUCKY SWITCH” which is made as a campaign for UNIQLO. It was done 4 years ago.
By using this web app, any image on websites will turn into a lottery that promotes sales for UNIQLO.
I’m a lazy guy. So, I love simple and strong ideas that can be realized with little effort.
Simple flipping sometimes makes huge tidal waves.
HN: That’s PARTY, our team.
MS: Starting up the PARTY NY office.
TNG: WHAT NEW TECHNOLOGY FROM JAPAN DO YOU THINK WILL BE WISELY USED IN THR WORLD IN THE FUTURE ?
NI: The next generation GPS, it’s error is only within 1cm.
QS: I think that’s biology.
Biology is apparently the next thing that’ll be combined with digital. It’s starting to emerge.
Connecting academic people and creative people in Japan for this sort of future is also our mission.
HN: Electronic Japanese toilet.
I always miss electronic Japanese toilets when I travel abroad.
TNG: DO YOU PREFER DOING RESEARCH/DEVELOPMENT OR WOULD YOU RATHER WORK ON A PROJECT FOR A CLIENT ?
QS: The quick answer is I prefer research/development. But I have a slightly different outlook on the notion of these preferences.
To make culture, client companies and we should be highly cooperative.
So, R&D can be prototyping for client activities and of course we can do R&D with the people who are doing R&D inside client company.
This means, creative technologists should work with technologists on the client side.
So, for me, research/development shouldn’t be separated from projects for a client.
This can be a new process for making wonderful things with clients.
MS: I would prefer doing our own R&D.
TNG: WHAT IS THE TECHNOLOGY (3D PRINTERS, DRONES, BEACONS, WEARABLES …) THAT EXCITES YOU THE MOST FOR ADVERTISING ?
NI: What excites me the most is the process of finding new social value by combining various technologies.
QS: To be honest, this kind of definition of technology devastates tech-related advertising :(.
In order to handle technology, we need to handle more fundamental knowledge.
We can’t invent any “innovative” technology thingy without having the fundamental knowledge about technology.
For example, If you know the basic mechanics of drones, you may be able to develop completely different, interesting things with the same mechanics.
Tech-creatives should be like that.
Most ad people don’t study about these fundamental structure of “technology” at all.
They are thinking about “3D printers, drones, beacons, wearables” kinds of well-done products and limited methods.
This means they are not respecting technology at all (They are thinking of them as something like Harry Potter’s magic).
From that viewpoint, “the technology excites the most for ads” is “basic computer science.”
If creative people in our industry can get down to the “source of technology” and get the freedom to think differently, we will be able to see genuine innovation in advertising.
HN: As long as people see it as “advertising”, none of these technology could make anything exciting.
MS: Nothing from advertising really excites me.
Naoki Ito I Qanta Shimizu I Hiroki Nakamura I Masashi Kawamura
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