Nike 's Music Shoe. NTT Docomo's Xylophone. Sour's "Mirror." Uniqlo's Lucky Switch and Lucky Machine. Microsoft's "Big Shadow." Sagami's "Love Distance." If you're familiar with some of these impressive demonstrations of creativity, you'll probably see the connection. The multi-awarded efforts can all be traced back to Japanese talent.
Until recently, you'd have to knock on several doors to reach the various minds behind the work. Masashi Kawamura, one of the creatives on "Mirror," had worked at Wieden & Kennedy, New York, and Bartle Bogle Hegarty, New York. His collaborator on the project, Qanta Shimizu, was previously a technical director at IMG SRC, Tokyo; Naoki Ito, creative director on Music Shoe and Sagami, was last seen steering creative at Wieden's Tokyo office; Hiroki Nakamura was directing digital work for Uniqlo, Honda and Sony at Dentsu while Morihiro Harano, the creative director on "Xylophone" was creative director and founder of Tokyo agency Drill. Today, however, you'll find them all under one roof, at the newly launched Party.
The founders bill the new shop, based in both Tokyo and New York, as a creative lab and a "new kind of ideas company" meant to address the changing industry. While Party will work on traditional advertising, the founders will also be applying their skills in technology, storytelling and creativity to a broad range of products, services, causes, entertainment and social platforms -- all of which has already surfaced in their past work.
Check out Creativity -online.com for an interview with Party leaders Creative Director-Chief Creative Officer Naoki Ito, Creative Director-CEO Morihiro Harano, Creative Director Qanta Shimizu, Creative Director Hiroki Nakamura and Creative Director Masashi Kawamura about their plans for the new company, what kind of work they hope to produce and why they decided to launch so soon after a national crisis.