NEWHERO was born from that conviction.
01 / Origin
When I first started in creative work, I thought my goal was to make “good advertising.” That wasn’t wrong. But it wasn’t enough.
At some point, I began measuring the result of my work not by the number of awards, but by whether society actually moved. The moment one farmer’s life changed has stayed with me far more deeply than any work recognized at Cannes.
I believe creativity is a weapon. Depending on how you use it, it becomes a tool for changing the world. NEWHERO was born from that conviction.
02 / What I Believe
An idea’s strength is in proportion to the depth of conviction. More than any polished expression, a single core belief that “this is right” is what moves people.
Appearance moves the world. Because I know this, I never compromise. Making something “look polished” and changing the world are entirely different kinds of work.
Real invention hides inside limitation. The conditions of “environment,” “society,” and “ethics” become the engine of creation. NEWHERO keeps standing at that intersection.
We’ve made “believing” our work.
We don’t take on brand renewals that only polish the surface.
Without a willingness to confront the question of why a business exists, we won’t move forward together. Projects where the look changes but nothing else does — those, as someone who believes in the power of creativity, we cannot accept.
We never trade long-term trust for short-term numbers.
Going viral and taking root in society are different things. We choose work that will still be discussed ten years from now over instant attention.
We turn down work that only wants to “look sustainable.”
We won’t take part in greenwashing. We believe doing so would be a betrayal of everyone who genuinely believes in sustainability.
Translating voiceless voices into stories that move people — that, we believe, is the mission of a creative director.— Futoshi Takashima / NEWHERO
Recognized 80+ times at Cannes Lions and other international and domestic advertising awards. Recognition in the Social Good category has been continuous since 2012.
05 / Let's Talk
A specific project, or something not yet put into words — if you feel NEWHERO might be useful, please don’t hesitate to reach out.
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