Tanabe Toshihiko

田辺 俊彦

Creative Director

Born in Tokyo and raised in 7 different cities around the globe,he is renowned for his wide spectrum of creative work, ranging from leading global projects for brands like Toyota(Olympic/Paralympic), GUCCI (Kaguya by Gucci), UNIQLO(LifeWear), Burberry, Lexus, SHISEIDO, Red Bull, Yamaha (Dear Glenn) and Playstation to curating music festivals, opening flagship stores with BEAMS, resurrecting the pianist Glenn Gould with Artificial Intelligence with YAMAHA, co-designing Headphones for Bose, and helping Madonna launch her first ever skincare line. He is also a Cultural Consultant for Gucci since 2021.Almost 20 years in the industry, he has collected over 100 awards including Gold at Cannes Lions, Grand Prix at Spikes Asia and AD Stars, won at Clio and One Show among many others. In 2018, he was awarded the "Creative person of the year" title by the Japan Advertising Agency Association.
He was a member of international Juries including Cannes Lions and ADFEST, main speaker at Spikes Asia 2021 and performed at center stage at the Ars Electronica Festival with an A.I. Glenn Gould.
In 2021 he left his position as ECD/Head of solutions at Dentsu Tokyo and has co-founded the most awarded Creative Director Collective in Tokyo, Tsuzuku.

GUCCI " Kaguya by Gucci"
Shiseido 150th Anniversary Campaign "Beauty is wishing for people's happiness."
SHINGO KATORI solo Exhibition "WHO AM I" Creative Direction
UNIQLO "24Hours with Roger x Roger Federer"
UNIQLO "Your Life is Your Move: Sports Utility Wear"
brandSHISEIDO Global "Ultimune x Hikaru Utada," "Essential Energy," and many more
brandSHISEIDO x Animal Crossing "Camellia"
Toyota Motor Corporation Global Campaign "START YOUR IMPOSSIBLE"
Toyota Motor Corporation "PARATECH"
NTT DoCoMo "DoCoMo 25th Anniversary x Namie Amuro 25th Anniversary"
NIKKEI UNSTEREOTYPE ACTION "Nonsense Dictionary," etc.
RED BULL "BC ONE x STREET FIGHTER"
LEXUS "UX: LIFE DRAMATIC" , "LS", "RX" etc
BEAMS "BEAMS ROPPONGI HILLS Opening movie"
Bose「Earphone Dancing x Koharu Sugawara」
GUCCI Consulting
MDNA SKIN Global Campaign

Cannes Lions Jury Member
SDFRST Jury Member
London International Award Design Category Jury Member
ACC Film Category Jury Member

Speeches at many domestic and international companies and events.

SPIKES ASIA/Singapore Main Speaker: "Don't let purpose ruin our industry"
DK FESTIVAL / Croatia
ARS ELECTRONICA / Austria
AD WEEK ASIA Speaker: "Three perspectives in purpose-driven creative"
AD WEEK ASIA Speaker: "希望のマーケティング"
Tokyo University of the Arts: "Marketing of Hope"
Japan Advertising Industry Association: "Experimental Advertising Evolution Theory"
Japan Association of Audiovisual Producers

Received more than 100 awards at major domestic and international advertising awards

2018 JAAA Creator of the Year Award recipient
Ranked 1st in likability and Most Effective in the 2018 US Super Bowl commercials
Cannes Lions (Gold, Silver, Bronze)
ACC Gold
AD STARS Grand Prix
CLIO
CLIO SPORTS
ONE SHOW
ONE SCREEN Documentary Award
London International Award
NY FESTIVAL
DIGIDAY AWARDS
Fujisankei Group Advertising Award - Best Prize
Traffic Advertising Grand Prix

田辺 俊彦
  • brandSHISEIDO / 「ULTIMUNE 10th Anniversary」

    資生堂

    brandSHISEIDO / 「ULTIMUNE 10th Anniversary」

  • RED BULL 帰宅部

    Red Bull

    RED BULL 帰宅部

  • Terayama Cabaret

    Umeda Art Theater

    Terayama Cabaret

  • brandSHISEIDO  / ULTIMUNE x Masami Nagasawa

    SHISEIDO

    brandSHISEIDO / ULTIMUNE x Masami Nagasawa

  • Hikari Mitsushima Prod. MONDO GROSSO「Shadow Dance」

    Gucci

    Hikari Mitsushima Prod. MONDO GROSSO「Shadow Dance」

  • Kaguya by Gucci

    Gucci

    Kaguya by Gucci

  • 企業ブランド /「Dear Glenn:GLENN GOULD as AI」

    YAMAHA

    企業ブランド /「Dear Glenn:GLENN GOULD as AI」

  • Red Bull MUSIC FESTIVAL / 62 minutes YAMANOTE LOOP

    RED BULL

    Red Bull MUSIC FESTIVAL / 62 minutes YAMANOTE LOOP

  • TOYOTA GLOBAL「START YOUR IMPOSSIBLE」

    トヨタ自動車株式会社

    TOYOTA GLOBAL「START YOUR IMPOSSIBLE」

  • Be Okinawa #Unlisted OKINAWA

    沖縄県

    Be Okinawa #Unlisted OKINAWA

  • brandSHISEIDO / VitalPerfection × Anne Hathaway

    SHISEIDO

    brandSHISEIDO / VitalPerfection × Anne Hathaway

  • GUCCI BAMBOO SUMMER

    Gucci

    GUCCI BAMBOO SUMMER

  • brandSHISEIDO / ULTIMUNE 2023 x Hikari Mori

    SHISEIDO

    brandSHISEIDO / ULTIMUNE 2023 x Hikari Mori

  • 「24Hours with Roger」

    UNIQLO

    「24Hours with Roger」

  • brandSHISEIDO「NEW SHISEIDO EUDERMINE with Hikari Mori」

    資生堂

    brandSHISEIDO「NEW SHISEIDO EUDERMINE with Hikari Mori」

  • SHINGO KATORI ART JAPAN TOUR "WHO AM I"

    香取慎吾

    SHINGO KATORI ART JAPAN TOUR "WHO AM I"

  • LifeWear × Roger Federer

    UNIQLO

    LifeWear × Roger Federer

  • brandSHISEIDO / Global Suncare x Hunter Schafer

    SHIEIDO

    brandSHISEIDO / Global Suncare x Hunter Schafer

  • Sports Utility Wear / Your Life is Your Move

    UNIQLO

    Sports Utility Wear / Your Life is Your Move

  • TOYOTA GLOBAL / START YOUR IMPOSSIBLE 「DOORS」

    トヨタ自動車

    TOYOTA GLOBAL / START YOUR IMPOSSIBLE 「DOORS」

  • 150周年フィルム「美しさとは、人のしあわせを願うこと。」

    資生堂

    150周年フィルム「美しさとは、人のしあわせを願うこと。」

  • NIKKEI UNSTEREOTYPE ACTION「駄言辞典」

    日本経済新聞社

    NIKKEI UNSTEREOTYPE ACTION「駄言辞典」

  • 企業ブランド / START YOUR IMPOSSIBLE 「Lanes Of Life」

    TOYOTA

    企業ブランド / START YOUR IMPOSSIBLE 「Lanes Of Life」

  • BEAMS / Beams Roppongi 「自分のドラマを生きましょう」

    BEAMS

    BEAMS / Beams Roppongi 「自分のドラマを生きましょう」

  • Red Bull MUSIC FESTIVAL / RED BULL MUSIC FESTIVAL TOKYO

    RED BULL

    Red Bull MUSIC FESTIVAL / RED BULL MUSIC FESTIVAL TOKYO

  • START YOUR IMPOSSIBLE"PARATECH"

    TOYOTA

    START YOUR IMPOSSIBLE"PARATECH"

  • BC ONE / 「BC ONE x STREET FIGHTER」

    RED BULL

    BC ONE / 「BC ONE x STREET FIGHTER」

  • SAKE HUNDRED 「SENSATIONS」

    株式会社Clear

    SAKE HUNDRED 「SENSATIONS」