As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a feature focusing on up-and-coming individuals in the ad world.
This week features Hiroyuki Furata, a native of Matsumoto City in Japan, he’s now based in Tokyo where he works at Geometry Japan as Art Director.
The Basics
Name: Hiroyuki Furuta
Age: 30
Agency: Geometry Japan
Position: Art Director
Hometown: Matsumoto City, Nagano Prefecture
Current Location: Tokyo
Education: Ochanomizu art school, Graduated in 2010
Seven Questions
How did you get your first break in the industry?
I was producing flyers and jackets outside of my school work, and that got me a job at my first (ad) agency.
What is your personal mantra?
JUST DO IT. DO NOT BLAME.
From what person, place, or thing have you drawn your greatest creative inspiration?
When in London, I was shocked and stimulated by superb design skills and quality of the work from local boutiques.
What do you love about the job?
To work on ideas that people think are ridiculous or crazy
What about your job are you not so crazy about?
A project that involves too many people. That quite often creates confusions and long meetings.
What is some work you’ve done that you’re most proud of?
Our work for Netflix – Date Announcement project for Stranger Things 3.
The first 3 days of January, often called “san ga nichi”, are considered the most important holidays for the Japanese. Nengajo (Japanese new year’s greeting postcards) get delivered on new year days and reading Nengajo is one of the most important events during “san ga nichi”.
Keeping this tradition in mind, we announced the release date of Stranger Things 3, the popular Netflix original series, on January 1. Nengajo was the motif of the announcement.
As we wanted to convey Japanese beauty/culture to fans abroad, we used Sakasafuji (Upside Down Fuji), the reflection of Mt. Fuji on the lake on Nengajo for one of the creative.
It’s a localization of the main setting of the series: “Upside Down”.
The theme of the activation was Upside Down Sanganichi, Stranger Things hijacking Japanese Sanganichi. It was serialized to maximize engagement with core fans.
If you had to choose another career what would it be?
Chef. It’s attractive that they’re required quality and creativity in one plate in limited time. Evaluation from the customer is also simple and direct.
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