Interview with Kazunori Shiina from Japan

Great advertising posters in Japan back in the ‘90s and ‘00s in fashion and food. Their artistic approach and visual aesthetic motivated me to pursue this career.

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’re trying to solve, the outcome could vary. Nothing is ever the same. At the end of the day, I think my role is to tell brand stories and create experiences that will really connect with our audiences.

To me, creativity is simply a way of solving a problem. That could be anything from our client’s business problems to social problems we have in the world. But it must always solve a problem.

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 simplistic nature of Japanese culture, so I personally appreciate minimalism. It’s about avoiding what is unnecessary and relentlessly pursuing simplicity of use and memorable experiences.

Yes – I think the cultural notion of caring deeply about people and consumers has shaped how I see the world and my approach to design.

Thank you! Winning the 2023 MUSE Creative 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’s thinking and rituals. As a team, we are proud of how we were able to tell that story and wanted to share it with a wider audience through the MUSE Design Awards.

It was in balancing how we creatively tell this story and ensuring that the core message is simple and clear. It’s a universal challenge we all face as designers. This was especially challenging during the pandemic, as we expanded our campaign to include Maple Monks and had to prioritize safety measures. However, we successfully navigated these obstacles and ensured that participants could still enjoy the full campaign experience while staying safe.

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’ sake but be true to the work that you believe in. Use this opportunity with MUSE Creative Awards as a platform to broaden your design career.

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 Creative Awards, for choosing us to win!