Do you think this campaign is successful?

It reached it’s audience because we did something new and fresh which grabbed their attention, showing them the potential of individual and collective creative expression. Frek mentions of how he is inspired by energy and electricity, tidal waves and power lines. He channels this inspiration back to his community, his environment, broadcasting a simple self-belief… spraying and spreading positive energy throughout the city thru his art. We hope this positive movement and spirit is what Presto 04 inspires among youth culture throughout Asia.

Compare this year’s campaign to last year’s, what sort of points have been improved?

With Presto 04, the message and realisation is broader. Presto 03 was more the idea of technology + activity fused with music = technoactive. It was a visceral expression of movement. this year’s concept of urban canvas envelops a bigger expression of “Instant Go”, literally more environmental, a more physical and tangible expression of urban action and movement.

If this year’s “Nike Presto” campaign ran in Europe or USA, what do you think it would be?

I think people would have similar reactions as we have already seen and heard from audiences across the globe. It is something new, something they have not seen before. Presto 04 was a dream team of creative collaborators. These projects almost never happen, and if they do, it is usually watered down. Nike’s willingness to take these kinds of risks and explorations into new modes of expression, makes them the best client and sponsor in the world.

W+K always makes the communication specific and relevant to its audience. If this were to have run in Europe and the USA, then we would have collaborated with artists from those respective regions. We want the kids to be inspired by one of their own. Particularly in Japan where youth culture is sophisticated, it is important that we communicate in an authentic and relevant manner.

I am actually surprised of what we are able to create for the asian market. The USA is less risky with its communications. I don’t think that Presto 03 and 04 would have run in the USA, perhaps the same concept but a different execution. Japan has lead the way in anime, so it has had a longer culture and appreciation for animation. Tokyo is such an accelerated culture that it is able to embrace and digest new and adventurous forms of communication. The general information and communication atmosphere in Asia is different.

Is there a secret recipe for good ideas?

Collaboration, entropy, and an open willingness for the unknown. Everything exists waiting to be discovered. For me the most interesting part of creativity is the new dimension that you reach when minds collide. Sometimes it may seem chaotic, but I believe that in the end it works itself out, so I am positive in this sense.

Please tell us your future projects.

I have a few things happening at the moment… I am working on a Nike campaign with another member of the Barnstomers. Cannot really go inot details with it just yet. But it is about inspiring a new kind of Asian style and play.

Masakatsu Takagi, Japanese artist/musician. I am working on a secret project with him. I think he is one of the most brilliant young talents of the “Y” generation. He has a fearless approach to creativity with his music and video art. I am collaborating with another artist on this project, Kentaro Kobuke, another brilliant young Japanese image maker.

After a recent trip to Cuzco, Peru, I feel inspired again to create my own films. so I am working on a narrative about the basic human desire for movement, internal rhythm.

NIKE PRESTO 04
Agency: Wieden+Kennedy Tokyo L.L.C.
Creative Director: John C Jay + Sumiko Sato
Art Director: Eric Cruz
https://www.presto.tv