As part of our Favorite Brand Experience series, we’re pleased to bring you an interview with Soichiro Nishigaki, Creative Director at Fallon Tokyo.

Your idea about the perfect working day?
The perfect working day to me would be to start with riding a bicycle with my iPod on a brilliantly sunny morning. If my loving iPod shuffles to give me songs of Dave Matthews Band, it would be perfect! At the office, no meeting in my calendar, being creative, leaving office around 6pm (not only me but all of my team) and having a happy time drinking beers with my team.

Favorite Brand Experience:
Recently I found the side-kick banner. This way, the user can go deep for getting an experience without leaving the site.  These days there are many rich banners that come floating up or expand without the user’s initiation.  Personally I always think that those kind of things are just really really annoying to users. It could be giving a negative impression for your brand. But this side-kick format provides you with a rich experience with a lot of entertainment and surprise only when the user wants to see it. I like that.

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When are you inspired?
Sometimes it just hits me or coming out from talented folks in my team, but it’s not always that way.After spending hours and days and nights with my team, killing small ideas, stretching, twisting, re-starting.. and then, suddenly brilliant simple idea comes out which we all say “this is it.”
 

What needs to be changed/improved in order to achieve ultimate engagement with users?
First of all, I’d say, we all should do have a clear objective, which means all the people from client, agency and productions should be trying to achieve the same goal. Online engagement with users takes place in various ways it is constantly changing. You can’t say ‘this is the only right way to go.’ Communication through digital can be anywhere and has so much potential. So we all need to be working closely together, being flexible and challenging.