The motivation to create what they want to see.

February 16–29, the art exhibition "ONE CREATIVE" Vol. 2 by Dentsu Inc. creators was held at galerie H in Nihonbashi, Tokyo.

This project explores what happens when creators who normally make advertisements give shape to what springs from within them, rather than solving client problems. For the third installment in the series, we spoke with Art Director Yu Hirata of Creative Planning Division 1.

Capturing fleeting emotions.

Upon entering the gallery, multiple paintings are displayed connected across two walls. Upon closer inspection, you see faces—or what appear to be faces—of people wearing masks densely packed across the canvas. The simple display method, where the painted paper is affixed directly to the wall without frames, is striking.

──What theme inspired this work?

I absolutely love seeing many things that seem similar yet are slightly different, all lined up together. My theme is creating things I want to see myself. This time, I lined up many faces wearing masks, each with a different expression.

──The unique watercolor bleed is absolutely beautiful. I looked closely wondering if anyone wore the same mask, but they're all different! By the way, why masks?

I've always been strongly drawn to the motif of the "face," which can express emotions. I explored how emotions could be expressed through faces wearing masks.

──The fact that it makes you imagine what's hidden suggests that expressions and emotions might vary depending on the viewer.

I would be delighted if you could view my paintings, feel freely, and think freely. It was incredibly enjoyable, like a once-in-a-lifetime encounter—knowing I could never paint the same expression twice.

The work is completed when seen.

──What differences do you find in your approach to creating work as an advertising art director versus as an artist?

Ad creation is about crafting a "thing" that communicates what you want to say. Conversely, my work doesn't have anything specific I'm trying to convey. For me, creation is the solitary, agonizing process of digging deep into something deeply personal. The "thing" that emerges at the end exists, and I believe it only becomes a complete work when people see it.

Advertising production involves working with many people, while my personal art is solitary and solitary. I'm glad I have a personality that can enjoy both.

──So even though both involve creating works, your mindset toward them is completely opposite. What are the benefits of having these two faces: advertising creator and artist?

The clear on/off switch between work and private life is a definite plus. Also, both types of creative activity—advertising and art—stimulate each other. As I mentioned earlier, I'm truly grateful to be able to enjoy both.

──Thank you.
 

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Mr. Hirata, who leaves the interpretation to the viewer. It felt like we were having a session through his work, and I felt like I was participating in the piece myself.

At Dentsu Inc.'s Creative Planning Division 1, he's been pursuing artistic activities since last year as part of the volunteer group "ONE CREATIVE." We also spoke with Creative Director Hidetoshi Muramatsu, who serves as producer.

Side A and Side B elevate each other.

──What prompted you to start sharing your artistic activities?

Last year, a group of volunteers creating artworks within the 1CRP Bureau exhibited under the name ONE CREATIVE at "Art Fair Tokyo 2019," one of Japan's largest art events.

It was Dentsu Inc.'s first time exhibiting at Art Fair Tokyo, and participating in this event with over 60,000 visitors generated significant buzz both inside and outside the company.

Many creators who joined us in art-related roles originally produced artworks at art universities or similar institutions. We produce this activity hoping it will create a space for them to present self-expression that can't be shown in daily work, broaden their expressive range, and potentially lead to new business opportunities.

──Working in advertising must be demanding enough on its own. What drives you to pursue artistic activities alongside that?
 
While my primary role is as an art director involved in advertising production, some develop their art activities from that foundation. Others take an approach completely opposite to their daily work, focusing on craftsmanship to create primitive pieces.

Artistic activities that broaden self-expression as a creator are incredibly important, and I believe they ultimately enrich one's professional work as well.

──While advertising production is output, artistic activities could be seen as input, depending on how you look at it. Has there been any change in the workplace since you started sharing your work as an artist collective?
 
By communicating to the world as ONE CREATIVE, we can have our B-side as artists recognized alongside our A-side as art directors in our practical advertising work.

Clients who actually visited our exhibitions liked the B-side of the exhibitors, leading to new work opportunities. I've also been invited to internal company projects, and presenting my B-side has allowed me to discover new aspects of myself.

Client work demands creation that gives your best effort to a given task. But as an artist, you must find the task itself and express it through your own worldview – a tremendously difficult endeavor.

You must decide both the production time and budget yourself, and the individual burden is significant. However, the immense joy of completing and presenting your own work to the world is likely what fuels the next step.

──Finally, could you tell us about your future plans?
 
Currently, we operate under the umbrella of ONE CREATIVE, but I believe there are quite a few people across Dentsu Inc. engaged in this kind of artistic activity.

I feel this artistic activity has the potential to connect with Dentsu Inc.'s business, so I hope we can expand it company-wide. Beyond gallery exhibitions, I envision collaborating with companies to develop art-driven products and events.

──Thank you very much.
 

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Among Dentsu Inc. creators, there are many who express themselves in diverse ways. Next time, we'll introduce the work of Wakata Noe.