Tokyo, August 21th, 2024

Whatever was formed in 2019 through the merging of Japanese production company dot by dot and creative agencies PARTY New York and Taipei. As a team operating in Tokyo, New York, Taipei, and Berlin, they bring weird and wonderful ideas to life by melding storytelling with technology to deliver compelling and creative solutions.

Keitaro Kamijo is the Creative Director at Whatever, based in Tokyo. In an interview with TIA, he described his life in Tokyo and his current role at the agency. He also listed some of the recent projects he has been involved at and explained how to unravel the values and beliefs of new brands working with the agency.

To start, could you tell us a bit about where you grew up and share any childhood memories that have influenced your journey into the creative industry?

I had to switch schools frequently because of my parents’ jobs. This experience of adapting to new surroundings and making new friends has greatly benefited me in my current role. Back in the lower grades of elementary school, I enjoyed creating my own game books with characters, stories, and rules, and I would play them with my friends. I always loved the process of coming up with new ideas and turning them into fun games.

If someone were to visit Tokyo with a focus on culture and creativity, what places or events would you suggest they explore?

In places like Harajuku, Shimokitazawa, and Koenji, you’ll find an array of vintage clothing shops. Each store showcases handpicked pieces from various countries, reflecting the unique taste of its owner. Since every store has its own character and style, explore multiple shops to discover the ones that resonate most with you.

As the Creative Director at Whatever, can you tell us about your path to this role and what drew you to join the team?

I have gained experience in over 10 companies across various industries and roles. Most recently, I spent 7 years with Hakuhodo Inc. before moving to the AI venture company, Preferred Networks. I joined Whatever Co. to continue creating meaningful contributions to society with a team that shares a deep passion for their work.

What are your primary focuses and projects at the moment?

My latest focus has been on Open Medical Lab, which we launched last year. We are currently pushing forward with numerous endeavors that aim to improve wellbeing by integrating medical knowledge with innovative creativity.

In a competitive field of creative agencies, what do you think sets Whatever apart and how does this uniqueness contribute to the team’s success?

I think what sets Whatever apart is the wealth of experience among our team members in every aspect of making stuff, from producers and creative directors to designers and engineers. We all share a passion for innovation and love trying new things, which is why we’re consistently able to create new value.

When working with a new brand, how do you go about unraveling its underlying values and beliefs that set it apart from competitors?

When engaging with a new brand, I focus on conversations with employees across all roles, regardless of job title or position. Through these interactions, common attitudes and core values begin to surface, forming the foundation of the brand’s identity. This collective ethos is what sets the brand apart from competitors. By identifying and addressing shared concerns among employees, we can foster further growth and differentiation for the brand.

You’ve been involved in many projects aimed at driving business growth. How do you balance commercial objectives with your passion for creating meaningful, impactful work?

In my view, pursuing impact-driven work and achieving commercial objectives are aligned rather than contradictory. I fundamentally believe that impactful initiatives should drive sales, and in turn, commercial success should facilitate substantive social change. Consequently, I don’t try to balance these two aspects but rather focus on ideas that fulfill both criteria seamlessly.

Your projects often aim to blend storytelling with technology. Can you share an example of how you’ve successfully integrated these two elements to create a compelling experience?

A prime example is the permanent exhibit we launched last year at Miraikan, the National Museum of Emerging Science and Innovation, called “Park of Aging.”

The “Park of Aging” exhibit provides an enjoyable and immersive way for visitors to simulate the aging process. Comprising six game-like activities, all created with diverse technologies including AI, the exhibit allows users to experience aging in areas such as vision, hearing, motor skills, and cognitive function.

What makes this exhibit particularly remarkable is that visitors are so engrossed in the entertaining games that they hardly perceive the sophisticated technologies at work. They become deeply engaged in the activities, naturally gaining insights into how aging impacts both body and mind. The technology subtly operates in the background, facilitating this seamless experience.

When designing such experiences, our primary objective is to present narratives that are not overtly focused on the technology itself, but rather highlight what these qinnovations make possible.

What tools or software are essential to your daily creative work and why?

Slack. Effective and efficient communication enhances manufacturing productivity.

Can you share your thoughts on using artificial intelligence in your productions?

A reliable partner that never feels sleepy or tired.

You’ve received numerous recognitions, including the Cannes Lions, Effie Awards, ADFEST, and ACC. Is there one award or recognition that stands out to you, and what did it mean for you and your team?

The Effie Award we received for UNIQLO’s “MY FIRST OUTFIT” during my time at Hakuhodo Inc. stands out to me.
“MY FIRST OUTFIT” is a store service where children choose their own clothes without their parents. It was implemented in over 200 UNIQLO stores nationwide and also in various countries across Asia. Currently, a similar service is provided by the client’s group company, GU.
In Japan, it is generally believed that “parents choose their children’s clothes,” but through this service, we aimed to foster independence in children through the act of choosing clothes and to increase the number of people who enjoy fashion.
Creating a service that valued social significance and seeing it lead to business success and ultimately winning the Effie Award was a significant experience for me and my team.
Through this experience, I realized that “social significance and business success can coexist.”

As a founding member of the “Let’s Create Future Schools Together PROJECT,” what inspired you to take on this initiative, and what impact do you hope it will have on education?

This project is characterized by the direct involvement of many private companies in the educational field. We aim to open up school education to society and encourage more companies and professionals to engage in education.
In Japan, long working hours for teachers have become a significant issue. By involving adults from the local community actively in children’s education, rather than leaving it solely to schools, we believe we can reduce the burden on teachers while also increasing learning opportunities for children.

As someone who enjoys challenges, is there any lesson you’ve had to learn multiple times?

From many experiences, I have learned that great challenges require team unity, but each person’s motivation is different. And that all motivations should be respected and not dismissed.
With this learning in mind, I now strive to lead projects by engaging in dialogue with each team member, ensuring that their motivations align with the success of the project.

Which aspect of your work puts a smile on your face?

When I see people smiling as they interact with the work we have created.

What’s your favorite way to spend a weekend?

Going out with my family.

Thanks Keitaro!

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