Changing how the world looks, just a little.
Brands and products can begin to mean something different when seen from a different angle, even when nothing about them has changed. My work is to find the insight that shifts how people see the world, turn it into words and ideas, and give it a form that stays with them. Working across advertising, technology, and culture, I collaborate with a wide range of brands and creators.
A different angle can change what something means.
I grew up in Japan, Egypt, and Germany, and have worked in Tokyo, Sydney, and Singapore. After Dentsu, Google, and Droga5 / Accenture, I founded the creative consultancy Shame Inc.
Moving between countries and industries taught me that the same thing can mean something different depending on its context. What feels ordinary in one place can feel new in another. Something that once felt irrelevant can suddenly feel personal when the language or framing changes. That experience continues to shape how I approach brands and products—not only by asking what they should say, but how a shift in perspective might change the way people see them.
Meta
Instagram
Google
Nike
Coca-Cola
Hilton
GAP
UK Government
WWF
Heidi
Zespri
UNIQLO
HUMAN MADE
TRUNK(HOTEL)
kolor
Spiber
Honda
Panasonic
Suntory
Mizuho
Hitachi
東急不動産Turn insight into something that stays.
What kind of company is it? What does the brand promise? What does the product bring to people's lives?
I believe the answers are not imposed from the outside. They already exist within the company or brand. Find the value that has not yet been put into words. Look at what is already there from a slightly different angle. Then turn that insight into words and ideas that stay with people. When the way people see something changes, their relationship with the brand changes. And when that relationship changes, choices and actions can follow. Creating that shift is my work.
Giving form to insights beyond client work.
I turn what I have learned through client work into books, talks, workshops, and self-initiated projects. The themes include where ideas come from, how to put thought into words, and how individuals and organizations can deal with the fear of embarrassment. I also founded M925, a jewelry pin-badge brand that turns advertising words—usually made to disappear—into objects people can wear and keep. A small shift in perspective can change what someone does next. I explore different ways to create that shift.
Books
Published in Japan and South Korea.
発想の回路
Diamond, Inc.
A book on how new ideas actually form — the small shifts in thinking that lead to work people haven't seen before.
View on Amazon ↗
いくつになっても
恥をかける人になる
Discover 21
Drawing on Ryo's ongoing research into shame, this book makes the case for staying willing to feel embarrassed — at any age — as a source of growth.
View on Amazon ↗Speaking
Drawing on his professional experience as a copywriter and creative director, as well as his books and research on shame, Ryo gives talks and workshops for companies, educational institutions, and other organizations.
His sessions cover ideation, articulation, brand communication, and creative thinking, while also examining the psychology and relationships within teams and organizations.
Topics include building more productive teams, strengthening psychological safety, and rethinking internal communication through the lens of shame. Sessions can be designed for audiences ranging from a few dozen to several thousand people.