Receive <COMMENDATION> for Fabulous Five program at ADFEST 2023.

＜CONCEPT＞

I interpreted the given theme of “fired up” as a sudden burst of anger. I believe that getting “fired up” is not always a positive thing or a surge of motivation. It can also be a negative outburst of human energy and power.

In recent years, we’ve seen an increase in items that we can control at whim. This has created the illusion that we are no different, and that we can also control ourselves. Yet nothing could be further from the truth. And that’s because we as humans inherently possess a powerful and inescapable force called emotion.

Then when the emotion of anger is unleashed, when tempers flare, it’s as if we are controlled by a foreign entity. I wanted to portray the fundamental capacity for violence that humans possess, the hollowness of it, and reiterate the fact that humans are creatures that can never be fully controlled.

＜COMMENTS＞

The short film titled “TEMPEST” which I wrote and directed was awarded in Fabulous Five program at ADFEST 2023. Originally, it was screened at ADFEST 2020 but due to the pandemic it was finally premiered after 3 years. Since one of the awards is given by audience votes, ADFEST believes it should be screened in front of audiences. I thought it was correct. I was deeply moved when my film was shown on the big screen.

In the judging, it seems the emotional aspects, editing, and camera work was highly evaluated. This can’t be depicted in a commercial format but I want to put what was evaluated here into a Japanese traditional TV commercial formats.

＜ About ADFEST ＞

Founded in 1998, ADFEST is a regional creative festival for advertising industries throughout APAC and the Middle East.
This year, ADFEST was returned to its customary home in Pattaya, Thailand after two years of online festivals.