Where exactly does the realm of expression end?

Hirota: I'm someone who believes that precisely because we live in such complex times, "learning from the past to understand the present" is crucial. What kind of challenges do you two want to take on in your creative work?

Yagi: I believe design holds the potential to make people happy. That's why I want to work on design in broader fields beyond just mass advertising—like product development or store design. I'd also like to try book design again.

Fujimoto: Advertising flows by like a timeline, so I sometimes wish to create something lasting. Like products, apps, or even the books Hirota-kun writes. Though I'm a copywriter, I want to expand beyond words. I'd be happy if I could create even one thing that future generations would keep close to them forever.

Yagi: It's not about something grand like "for the next generation," but Japan has so many wonderful old things. I'd love to introduce those to young people through design.

For instance, my hometown is famous for leatherwork, but it's starting to feel old-fashioned to young people. If we could create a new logo or design, I think it would completely change the image. If such a project came up, I'd definitely want to try it. I guess I'm part of the "learn from the past to understand the present" camp. (laughs)

Fujimoto: Conversely, I'm a huge tech enthusiast, so I'm probably the type who wants to understand the universal elements within new things. Even when doing technically new things, the mechanisms that move people's emotions often haven't changed much, right?

So when I see an expression I like, I ask myself, "Why did this excite me?" Technology and design can also serve as references for copywriting. If you can find the essence of the core idea, I think it expands the range of expressions you can create yourself.

Hirota: Expression, in English, is "re-presentation." It originally means "to bring something back into presence." So whether it's on paper, the web, applause, poetry, a wink, or ASCII art—if it gives someone an insight, makes them empathize, or stirs their feelings, then it's already an expression.