Taiju has directed films for projects including adidas’ membership program adiCLUB, FRAGMENT UNIVERSITY, Hiroshi Fujiwara’s lecture series on non-verbal marketing, the launch film for the unisex jewelry brand LAMBDA, and promotional films for Hoegaarden. We spoke with him about his creative process, how he approaches collaboration on set, and why he believes strong direction begins long before the cameras start rolling.
A Place Where Creativity Evolves Together
- What first led you to become a video director?
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It started while I was at university.
Originally, I wanted to become a copywriter and studied commercial advertising. As I learned more about creative communication, I realized I enjoyed the process of turning ideas into something tangible more than writing copy itself.
I found myself becoming increasingly interested in storyboards and visual storytelling, which eventually led me to join a video production company.
Ironically, I had never actually shot a film before graduating, so I learned everything after entering the industry.
- What kind of work were you doing at your previous company?
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I started as a Production Manager, overseeing productions ranging from corporate videos to internal brand films.
In 2019, I transitioned into directing and spent about eight years with the company in total.
- What brought you to IN FOCUS?
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My previous company worked with a number of major national clients, which gave me valuable experience. At the same time, I wanted to expand into the areas I was personally most passionate about—fashion and culture.
I discovered IN FOCUS while looking for my next opportunity, and what immediately stood out was the diversity of its projects. I was also drawn to the company’s attention to detail and its collaborative environment, where specialists from different creative disciplines work together on the same project. That’s what ultimately convinced me to join.
- What was your first impression after joining?
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Having experts in web, graphic design, and video all working side by side was something completely new to me. On the project I’m currently working on, the web, graphic, and video teams are all collaborating together.
Being part of the same company makes communication much smoother, and I think that naturally leads to stronger creative work.
Strong Planning, Strong Collaboration
- Is there anything you particularly value in your creative process?
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I spend a great deal of time refining the storyboard during the earliest stages of production.
The more detailed it is, the easier it becomes to communicate the vision—not only during presentations but throughout production as well.
This is a storyboard I created while pitching the concept for the adiCLUB project.
A detailed storyboard helps everyone—from photographers to art directors and editors—understand the vision and work more efficiently. To me, the storyboard is the project’s blueprint.
The more thoroughly I develop it, the clearer the project becomes in my own mind, which also helps me stay calm during production.
I believe a director’s job is ultimately about communication, so I want to make sure everyone can easily understand what we’re trying to create.
- What do you focus on during the shoot itself?
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Because the planning is already so detailed, I try to spend the shoot listening to everyone’s ideas.
Rather than asking the crew to recreate exactly what’s in my head, I think it’s more important to bring together everyone’s best ideas and elevate the project beyond what any one person could create alone. To me, the storyboard is simply a framework that’s meant to be broken.
Everyone on set is an expert in their own field, so I want to make the most of their creativity and build something even better together.
Creating Flow and Breaking It at the Right Moment
- Which projects stand out most in your mind?
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The adiCLUB promotional film is definitely one. Whenever I develop a film, I begin by imagining a single key frame. From there, I build everything else around it—what music should play, where the narration belongs, and which scenes naturally lead into that defining moment.
It’s almost like assembling a puzzle.
First, I create the smoothest, most intuitive flow possible from the audience’s perspective.
Only after that do I intentionally introduce a moment of visual tension or surprise.
That subtle sense of unexpectedness becomes the hook—it gives the film an edge rather than simply making it look beautiful.
For adiCLUB, I built the film around a single visual created by Art Director Masuda, then introduced an ultra slow-motion sequence as the film’s defining hook.Another memorable project was FRAGMENT UNIVERSITY.
The film was created for Hiroshi Fujiwara’s lecture on non-verbal marketing.
Because the lecture reflects on his creative journey, we intentionally began the film in a 4:3 aspect ratio to evoke a sense of looking back at the past. The moment Hiroshi stepped onto the podium, the frame expanded to widescreen—a visual transition that served as the film’s hook.
The music used throughout was composed by Hiroshi himself.
Rooted in the Classics, On and Off the Screen
- Where do you find inspiration?
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More than watching films or studying new techniques, I tend to draw inspiration from experiences. Traveling, taking photographs, and simply observing the world around me all feed into my creative work.
I’m also passionate about vintage objects—clothing, watches, cars, and shoes.
My current car is a 1970 Volkswagen Beetle Type 1, which was passed down to me by one of my former colleagues. I’ve always been the type to stick with the classics rather than chase the latest trends. I also like going for late-night drives.
- Does that preference influence your filmmaking as well?
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Absolutely.
The same applies to filmmaking. I’d much rather work with live action and simple editing than rely on CG or visual effects. Newness on its own eventually wears off, so I prefer techniques that continue to resonate over time.。
- Finally, what would you like to challenge yourself with next?
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Outside of commercial projects, I’d love to create short films where I have complete creative freedom and can simply explore ideas for the joy of making them.