CREATIVE DIRECTOR/CREATIVE TECHNOLOGIST
DENTSU INC. DENTSU LAB TOKYO
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.
2018 Grand Jury member Togo Kida, left UCLA with a degree in Design | Media Arts and moved to Japan. He joined Dentsu Tokyo and started his advertising career. As a creative director / creative technologist at Dentsu Lab Tokyo, Togo engages in a wide range of projects which intertwine creativity and technology. His works have been recognized at Cannes Lions, One Show, Clio Awards, London International Awards, Epica Awards, Ars Electronica, STARTS Prize, and Japan Media Arts Festival. He was also chosen by the Foreign Policy Magazine as ”100 Leading Global Thinkers of 2016”. Togo’s favorite programming environment is Processing, and currently, he is struggling with openFrameworks and Python and is interested in developing an AI which complements and fosters human creativity.
New York Festivals: Why judge…and how do you find the time?
Togo Kida: I like to think that the easiest way to enrich one's ability to come up with ideas is to be exposed to as many cases as possible. Being a judge gives me the opportunity to immerse myself into a myriad of projects, which enables me to become a better creative. I personally have never judged professionally, but I've been keen on studying various campaigns through online archives such as Coloribus. I will probably find pockets of time once in a while.
New York Festivals: What philosophy drives your career?
Togo Kida: Despite of aspiring to become a creative, I've started my advertising career as an account executive, which I was not prepared at all. Surprisingly, I've managed to survive and continued to work as an account executive before transferring to a different division in my firm to become a creative technologist. From that experience, I learned that with a proper mindset, anyone can achieve any kind of job. Even after I started to work as a creative technologist, this holds true and gives me the courage to challenge completely new types of work which I have no experience at all. Perseverance is key to success.
New York Festivals: Who’s a creative icon that inspires you?
Togo Kida: I'd like to mention Zach Lieberman, a creative coder as my inspiration. He has an Instagram account which he posts his experiments in coding daily. After being in a huge advertising agency, one thing I strongly feel I'm lacking is the sense of "build" something with my own hands. Zach's dedication to coding by posting daily sketches inspires me greatly.
New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?
Togo Kida: It's hard to spot one, but if I had to, I'd say "Sweetie" is my favorite. I particularly love this project because how it tries to approach the problem by "hacking" to the target, and how elegantly it uses various technologies to achieve this.