After several rounds of judging that culminated in hours of deep discussion, the winners of Young Guns 23 have finally been revealed! And to absolutely nobody’s surprise, it’s another outstanding class of phenomenally talented individuals and teams across a wide variety of creative disciplines. This year, we are thrilled to welcome 33 winners into the Young Guns family!

Ahead of the YG23 Ceremony + Party, taking place at Manhattan’s Sony Hall on Wednesday, January 28 — you’ve already snagged your tickets, haven’t you? — we’ve captured a few thoughts from all of this year’s winners.


KEITA KUKI
ART DIRECTOR / CREATIVE TECHNOLOGIST

Based:

Tokyo, Japan

Hometown:

Tokyo, Japan

KEITA’S ENTRY

How did Young Guns get on your radar?

To be honest, while I knew the prestigious ADC name, I had the impression that Young Guns was primarily an award for pure graphic designers or illustrators. Coming from an engineering background, I didn’t think I would fit into this community.

That is why I am surprised to be recognized here, and at the same time, I am deeply impressed by how this award embraces such diverse forms of creativity.

How did you end up in the creative field?

My background is in engineering, specifically data science and Human-Computer Interaction. During my student days, I worked at a production company creating interactive art. While I enjoyed the engineering aspect of determining “How” to implement things, I realized I wanted to be the one deciding “What” to create.

To bridge my academic engineering background with the expressive techniques I learned professionally, I chose to join an advertising agency where I could control the creative output starting from the core concept.

“I realized I wanted to be the one deciding ‘What’ to create.”

Why did you decide to enter this year?

A Creative Director I look up to encouraged me to enter. That was the initial trigger. But the main reason I decided to apply was to see where I stand.

I wanted to know how my specific style — bridging Creative Technology and Art Direction — would be evaluated at a global top-level competition.

You only get to submit six projects. How did you decide what made the cut?

My role changes completely depending on the project — sometimes I write code for physical simulations, sometimes I create 3D visuals, and other times I design system architectures or direct the overall content.

To represent this range, I deliberately selected a mix of projects with entirely different approaches (simulations, 3D, system building, etc.).

What was your reaction when you found out you won?

I was on a business trip in London. The notification popped up right in the middle of a meeting. Honestly, I was so desperate just trying to keep up with the discussion in a foreign language that I didn’t have the mental capacity to process it, so I just swiped the notification away.

It wasn’t until the meeting ended and I was finally alone that I read the email properly and let the reality sink in.

In what ways does where you’re living right now inspire your creativity?

Tokyo is endlessly stimulating, but what truly inspires me is the sheer scale of its projects. Being part of massive endeavors that are far beyond what is possible as an individual is my biggest driver.

Now that you’re part of the Young Guns community, are there any past winners you admire?

I admire creators who bridge the gap between engineering and expression. I really look up to Zebedee Pedersen (YG16) for his playful approach to creative technology in advertising and the way he connects code with brand communication.

I also respect Lauren Lee McCarthy (YG14) for her critical perspective on technology and society, and her contributions to the creative coding community through p5.js.

I’m also a big fan of Nonotak (YG14); their immersive installations, where tightly synchronized light and sound create visceral, minimal experiences, really stay with me.

If you could create a new Young Guns tradition, what would it be — and why?

Mandatory Nap Time. We all work too hard, so I propose we turn off the lights, confiscate the phones, and just rest for an hour. No networking — just rest.

“Turn off the lights, confiscate the phones, and just rest for an hour.”

Name a dream project you’d love to do next. Who would you want to collaborate with?

I have two major dreams. One is to direct large-scale live visual productions for global tours, creating experiences where the entire stadium synchronizes with the music using real-time data.

The other is to create permanent installations. Since much of my work is temporary, I want to design “breathing” artworks integrated into architecture or public spaces that react to environmental data and remain as a lasting part of the landscape for decades.


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