One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?
Meet Masashi Kawamura...
Introduce your place of work.
PARTY is a creative lab based in Tokyo and New York, experimenting in combining storytelling and technology to create emotional & meaningful experiences. We’re a group of thinkers & makers, comprising of designers, engineers, film directors and coders. Our work varies from advertising campaigns for global brands such as Google, Intel and Toyota, to music projects for musicians such as Lady Gaga.
What are you currently working on?
We are making a multiscreen interactive TV show for kids in Japan which is supposed to launch in March, an animated short film of a famous Japanese manga “Ochibi,” and we are also developing our first hardware product called the “Disco Dog”, which is a wearable gadget for dogs.
What work are you most proud of?
SOUR “Hibi no Neiro” is one of my early works, when I started to experiment in combining technology and storytelling. I was asked to create a music video for a Japanese Indie band called SOUR. The budget was zero, I was living in New York, and I could not film the band in person. In order to overcome these limitations, I came up with an idea to use a webcam to film the entire music video. This technique itself was also an embodiment of the message of the song, which was about “individuality and connections.” Here I realised the strength in using technology to enhance the narrative & its emotional experience. It helped me to rediscover the power of the idea & Internet, knowing that a Japanese indie song can be viewed more than 4 million times around the world and create a buzz. It wasn’t selected in D&AD, but won most of the other awards. Made me realize how tough D&AD is.
SOUR (Hibi no neiro)
What work from our Archive makes you think ‘I wish I’d done that’ and why?
I was really excited when I saw the “You Can’t Be My Girl” music video. Very clever and funny use of stock footages. I like ideas where people find new perspectives to common things, and repurpose it into something magical.
What’s the best advice you’ve received during your career?
Masahiko Sato, my mentor taught me almost everything I base my creative thinking on. I think the most important thing he taught me was to always question what is really “radical and new.” Another important truth I learned is that ideas on paper don't have any value, and that you need to “make” things and let the world evaluate.