Excellence Prize
HIFANA "WAMONO"
Visual Image
Artist : +CRUZ(W+KTOKYOLAB)
(Japan)

+CRUZ
Art director, designer, commercial director. It was his strong interest in Asian culture and commerce that prompted him to join Wieden+Kennedy Tokyo LAB. His work focuses on the intersection between art and design, moving images and digital narratives, and aims to explore new frontiers in media hybrids. He has received widespread recognition and several prizes, including the Tokyo ADC Award, for Nike Presto
WAMONO is a celebration of Nippon culture and identity. The video explores Japanese music, folklore, identity, art and technology, reinterpreting them as a contemporary hybrid expression of Japanese history. Japan is currently undergoing a cultural renaissance, reinventing itself as a cultural super power and spreading wings of influence across the globe. In a world of constant change, the importance of cultural identity in the global broadcast has never been more relevant. WAMONO is our contribution.
CG expression is gradually departing from conventional tendencies to copy reality, increasingly expressing itself as something between real and virtual; this award winning work is representative of the movement. WAMONO, which was originally made as a promotional video for the music of HIFANA, utilizes an ukiyo-e like style, but with unconventional and strange characters, it became an unusually unique pictorial world. Viewers are fascinated by the lively world fused with the music. This work was highly regarded as a CG work that has reached a higher level than conventional techniques would allow.
How old were you when you "created" something first time in your life? At that time, what did you create, and what kind of medium did you use?
was 4 or 5 years old; I remember I was drawing pictures of Mazinger Z and Super Friends with pencils and crayons. When I was 7, I made a mosaic of a greyhound with paint and crushed egg shells. When I was 14, I drew a portrait of Nick RHODES from Duran Duran, and then, when I was 17, I drew portraits of Robert SMITH from The Cure and Morrissey from The Smiths, as well as fashion illustrations of Depeche Mode with pencils and charcoal.
What kind of tools or medium do you use now? Please tell us the reason why you choose them.
Creating concepts, delectation and writing require the most concentration as they construct the base of the idea, story and script. I use computers, video cameras, and sketching usually, but I'm trying not to depend too much on machines. Video cameras are useful when seeking something real, whilst computers are useful for creating an unreal, fantasy world. As for me, I am always looking for a new way of mixing the real world with fantasy.
If you could get "dream tools/medium" for your creation, what do you wish to get?
It would be ideal if, one day, computers could visualize your idea automatically; then, the creators could concentrate on their ideas without the trouble of actually creating such things themselves. I wish I could create my work through telepathy..., but it is also true that the process of creating is itself occasionally illuminating and instructive for me.
Do you have any consistent subject matter or theme through your works? If so, please explain us.
The themes that run throughout all of my work are the history of Asia and the experiences of our daily lives. I love traveling from place to place and getting lost. Whenever I have a chance, I go on a journey, exploring unfamiliar streets, watching films in a local cinema, seeing something beautiful, feeling the life of the local people, eating Thai or Korean food; I search for happiness and the meaning of the modern life experience. I get many of ideas about motion design and digital imagery from natural phenomena, such as being shaken by a storm in Lijiang or observing leaves blowing in the wind in the naturally beautiful Jiuzhaigou Valley Scenic and Historical Interest Area, a World Heritage site in China.
Please tell us the most difficult or considerable part when you create your work.
The biggest challenge for me is in remaining loyal to my own vision at the same time I am directing numbers of other creators. I am sometimes confused myself. Creating a work involves not only my vision but also those of my colleagues, such as sketch artists and animators, whose views I have to balance against the schedule and budget without compromising the integrity of my own creativity. I am often criticized for being too much of a perfectionist and pushing my staff too close to their limit; it is difficult to maintain a balance.
Not particularly. If I had to categorize them, I guess it would be as insignificant as choosing which dish to put your food on.
I am exploring various ways of story telling, and the media is one of them. I think my work could be described as a "hybrid", as I combine different kinds of media, from traditional to modern, and use them to make something new. It is possible to express things using media art that would not be possible with traditional fine art. In my opinion, art is currently in a state of change and this is testing each individual artist's view of art.
As an artist/creator, please tell us your approach, stance or point of view when you create your work.
I am always trying to attempt new and different things through my work; this sometimes takes the form of a new theme, a new style, or a new technique; it is on account of this that I am constantly learning. Also, I try to collaborate with new artists and creators. Life is a never ending quest for knowledge; we should always be seeking to learn something new.
What is your motto?
"Everything exists to be found."
What kind of situation in every day life do you get inspired most?
It is the moment of perplexity...when I lose my sense of judgment as to what is wrong and what is right, what is cool and what is not, just before the completion of a project and I realize that I have entered into my new inner domain. At that point nothing is going well and I am bewildered, but suddenly, like magic, everything is mysteriously solved, I can feel the greatest stress and satisfaction at the same time. Confusion is not always a bad thing.
What kind of vision do you have in your future development as the creator?
I sometimes indulge in a reverie about a feature film I would direct one day. For the day when it comes true, I am trying to experience many different ways and things in my daily life and in my work, or intentionally getting lost, and trying to feel every different kind of emotion, hoping that they will be useful for my work. My curiosity may destroy me someday, but still, I want to present deeper and more fruitful works to the world. This is the passion that keeps me going.
Please name of the people, things, or phenomena that you have got most influenced by as the creator.
My Grandmother :
She instilled in me her sense of values and morality, which have helped me to become what I am as a person. I hope, one day, to be as influential on the world as she has been on me.
Alex Yang (Designer/Film Director) :
Alex was the person who taught me how to see, how to feel and how to love. Alex always inspired me and helped me to develop myself. I believe that a bitter experience of love can be the best nourishment for life.
John Jay (Creative Director of Wieden + Kennedy Tokyo LAB) :
He has been my mentor since I was 17 and has always encouraged, supported and believed in me, nurturing my creativity. He never gives up and faces every challenge he meets. John and I share the same dream, objective and vision towards Asia.
Others :
Chris MARKER's La Jetée was the film that showed me the excitement of exploration, as did Jacques COUSTEAU, Carl SAGAN, Indiana Jones and Superman.
She instilled in me her sense of values and morality, which have helped me to become what I am as a person. I hope, one day, to be as influential on the world as she has been on me.
Alex Yang (Designer/Film Director) :
Alex was the person who taught me how to see, how to feel and how to love. Alex always inspired me and helped me to develop myself. I believe that a bitter experience of love can be the best nourishment for life.
John Jay (Creative Director of Wieden + Kennedy Tokyo LAB) :
He has been my mentor since I was 17 and has always encouraged, supported and believed in me, nurturing my creativity. He never gives up and faces every challenge he meets. John and I share the same dream, objective and vision towards Asia.
Others :
Chris MARKER's La Jetée was the film that showed me the excitement of exploration, as did Jacques COUSTEAU, Carl SAGAN, Indiana Jones and Superman.







