Going Native: Tokyo

What is the best thing about working in advertising in Tokyo?

From my personal experience as a director, you don’t have to go through the pitch process that often. Agencies will just hand you the job if they like your reel and think that you are fit for the job. 

What is the worst thing about working in advertising in Tokyo?

People like having lots of long meetings. 

What advice would you give to a visitor?

Tokyo is a vast city, and every area has its own distinctive character. Shibuya is one of the most colourful and busy areas packed with shopping, clubs and restaurants, with a young, fashionable feel that’s very different from Akihabara, for example, which is known for otaku culture [nerdy/geeky anime and manga obsessives]. If you like drinking, then go to Shinjuku and get wasted in the red light district. You may run into some yakuza [gangsters], but it’ll be a fun experience.

 Otaku culture in Akihabara district

What do you miss when you are out of the city?

The high-tech toilets. I get uneasy if my toilet seat is not heated electronically. I am spoiled. 

If you are booking a hotel in Tokyo, where would you choose to stay?

Being a resident, I don’t know much about hotels in Tokyo. But I’m curious about this one place, Hoshinoya Tokyo. It’s not actually a hotel but a ryokan, which is a traditional Japanese inn with hot springs. The design looks very modern – it’s a 17-storey skyscraper – but you still have to remove your shoes at the entrance.

What’s the best Japanese ad you have seen in the last year?

I like the Fascinating Dance Audition commercial for Gin No Sara, a local sushi restaurant. It is just bizarre.

Who do you/would you love to work with in the industry?

There’s no one in particular that I want to work with. But I have always admired the work of Dan Wieden and David Kennedy. Their ads really changed my perception of advertising. It would be an honour just to meet them in person and ask a few questions. 

What’s the best place to eat in Tokyo?

I like ramen noodles, and luckily there are thousands of ramen places in Tokyo. Suzuran in Ebisu district is just marvellous. Paimen in Nakameguro district or Chorori, also in Ebisu, are also excellent choices.

 Ramen noodles

And to have a drink?

Nakame Takkyu Lounge in Nakameguro is an apartment that’s been converted into a bar and ping pong hangout. It’s a bit tricky to find, but a great experience for fans of table tennis.

What’s your one-line life philosophy?

Fuck it.

If Tokyo were a product, what would it be?

Toy vending machines, also known as gacha gacha. 

Gacha gacha vending machines

What is Tokyo’s favourite pastime?

Getting out of the city!  People like to go to onsen [hot spring spas] outside of Tokyo. Hakone, about 90 minutes from Tokyo by train, is one of the most famous areas and has dozens of hot springs.

One table, four places. You and who else?

John Elway, Terrell Davis and Shannon Sharpe [all former US footballers].

If you could have one question answered, what would it be?

What are the winning lottery numbers for the Japan Jumbo Draw?