Kazunori Shiina

Great advertising posters in Japan back in the

I work for a marketing agency called relativ* based in Tokyo, where I solve client problems through design. As an Associate Design Director, I get to work with a talented team each with different superpowers to tackle business challenges for our clients. Depending on what we

To me, creativity is simply a way of solving a problem. That could be anything from our client

A "creative" idea, to me means that the solution is not just unique or memorable, but it solves an actual problem, in the most effective way.

My design process involves understanding and distilling the information we get from consumer research, considering client needs, current trends and coming up with creative solutions that would address the problems at hand.

Developing ideas. Because it's both challenging and energizing - it doesn't matter how beautiful or flashy the execution is if the idea doesn't reach the consumer.

I grew up with the simplistic nature of Japanese culture, so I personally appreciate minimalism. It

Yes

Thank you! Winning the 2022 MUSE Design Awards is a tangible proof of our team's work, as the campaigns we won were achieved through the efforts of all team members.

Our campaign for the Quebec Maple Syrup Producers is personally meaningful to me. We faced a challenge in not just selling maple syrup from Canada, but in telling the story of why it is better. Our umbrella campaign - "????????" (More than just sweet), encapsulated what Canadian maple syrup has to offer. From there, we created Maple Monks to bring this experience to life for our audience. I believe we were able to connect with them in a way that is both true to the identity of maple and relatable to our audience

It was in balancing how we creatively tell this story and ensuring that the core message is simple and clear. It

Winning an award gives me the motivation to keep designing and developing outcomes that leave an impact on the world around us!

Being able to interact with so many smart, passionate people, getting to be creative and responsible for making good work.

I think the breadth of both craziness and simplicity make Japan unique in the design industry.

I see the evolution of the design industry heading towards AI-generated graphics and videos over the next 5-10 years. But at its core, like I said I think design exist to solve a problem and the most effective designs will always be trend-agnostic.

Focus less on winning awards for awards

Thinking strategically before designing.

Often times creativity shines through chaos.

My mom. When I was a kid, I grew up with her showing me a lot of picture books and she is an amazing storyteller.

Make sure what you end up reflects the thinking between both strategy and ideas.

Thank you, MUSE, for choosing us to win!