Changing how people see the world.
A brand or product can take on new meaning when viewed from a different angle—even when the thing itself remains unchanged. My work is to find the insight behind that shift, turn it into words and ideas, and give it a form that stays with people. Working across advertising, technology and culture, I collaborate with brands and creators in Japan and around the world.
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 across countries and industries taught me that meaning changes with context. What feels familiar in one place can feel entirely new in another. What was once overlooked can become relevant through a change in language, framing, or perspective. That idea continues to shape my work: not only defining what brands and products should say, but finding the angle that changes how people see them.
Meta
Instagram
Google
Nike
Coca-Cola
Hilton Worldwide
GAP
UK Government
WWF
Heidi
Zespri
UNIQLO
HUMAN MADE
TRUNK(HOTEL)
kolor
Spiber
Honda
Honda Motorcycles
Panasonic
Suntory
Mizuho
Hitachi
東急不動産
Kanebo
集英社Turn what is already there into something people remember.
What kind of company is this? What does the brand promise? What does the product bring to people’s lives?
The answers are rarely invented from scratch. More often, they already exist—within the company, the culture, the product, or the people behind it. My work is to uncover that value, give it language, and find the angle that makes it newly meaningful. Because when people see something differently, they relate to it differently. And that change in relationship can lead to new choices and actions. Creating that shift is my work.
Giving ideas a life beyond client work.
I turn the insights I gain through my work into books, talks, workshops, and projects of my own. These projects explore where ideas come from, how thoughts become words, and how people and organizations can move beyond the fear of embarrassment. I also founded M925, a jewelry pin brand created from a simple desire: to turn meaningful words into something people can keep close. Its concept is Pure Message Precious Metal. Because sometimes, a small change in perspective is enough to change what someone does next.
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
I give talks and workshops on creativity, communication, and the psychology of organizations, drawing on my experience as a copywriter and creative director, as well as my books and research on shame.
Topics include where ideas come from, how thoughts become words, how brands communicate, and how teams can build greater trust and psychological safety.
Sessions are tailored to each organization and can be designed for audiences ranging from a few dozen to several thousand people.