Driven by a passion for their favorite idols and a sense of urgency, the students jumped into the course. What serious challenges did they face afterward?
First, please tell us in one sentence why you decided to take the course.
(I.e.If I had to sum up my reason for participating in one sentence,This is truly "fandom activities."Right. I often see Mr. Utsunomiya's name on websites that I simply like, such as Shhh inc.'s site. I also felt that I had challenges in concept making and polishing the details, so I decided to take the course because I wanted to learn from someone I admire.
IwasawaI recently left the production company where I worked for about eight years, and I'm currently looking for a new job. To put it simply, my reason for participating is...A sense of crisis: "Things are going to get bad if I continue like this."That's right. I was relied upon at work, but my design skills weren't improving. I was worried that I would stagnate if I continued to be evaluated based on my current, superficial, and inadequate work, so I wanted to take a step outside of my comfort zone and decided to take the plunge and apply.
中: I wonder if everyone is struggling with stagnant growth. When we started our creative class,People who work for a company or as freelancers, but don't have anyone nearby to look up to.I had thought there would be a need for that, so this is exactly what I was looking for.
After actually taking the course, what aspects did you find most different from what you had imagined, or what aspects exceeded your expectations?
[Course Overview]
Utsunomiya Course: "Practicing the 'Entry' and 'Exit' of Design: Mind, Hands, and Eyes"
This practical course focuses on the overall challenge of rebranding an existing, well-known brand. Over three months, the sessions are structured to systematically cultivate both the macro-level conceptual thinking that serves as the "entry point" and the micro-level aesthetic sense that serves as the "exit point."
(I.e.The overall quality of the course was high, of course, but what particularly exceeded my expectations was the format of the assignments.I feel like I learned a lot more by interpreting what was expected of me and proceeding accordingly.There was some free space, which I think gave me the opportunity to try out different approaches than my usual methods.
中: I see. Mr. Iwasawa was nodding a lot too, did you have similar thoughts?
Iwasawa: Yes, I understand completely. It really depends on the recipient; everyone has their own unique perspective.Their stance wasn't "Do this" or "Do that," but rather, "Here's another perspective."So, while there were difficulties in understanding the nuances, I think it was a curriculum that offered a lot of possibilities. However, to be honest, I vaguely thought I could create something stylish and nice, so I remember being terrified and thinking, "Oh no, maybe I'm out of place!" (laughs).
UtsunomiyaDuring the guidance session, we talked about the overall project design."Oh, this is for real."I think that's probably what everyone was thinking (lol).
(I.e.One of the "four principles of this course" presented in the guidance was"Make up your mind and commit to it."When I heard that, I realized I had to steel myself for what I was going to do.
中: Because those are the words of your favorite idol, right? It means you're creating that mindset right from the start.
Iwasawa"I thought, 'There's no escaping this.' The brands that were picked as challenges were global corporations, and 'superficial tactics won't work,' so I think it was really great that we were able to venture into areas that we hadn't thoroughly researched before."
The evaluation remains pending. It's not about perfection, but about refining that unique perspective—the essence of "ultra-personality."
For you, Mr. Utsunomiya, the master of this course, what were the key points you were absolutely determined to include in the design?
UtsunomiyaThere were two main points we decided on for the feedback. One was,This course focused on viewing and thinking about things from diverse perspectives, so the theme was "I won't give you the answers."That's right. Giving an answer like "This is how you should do it" would be more like giving directions,To convey the possibility that "this option is also possible."I was conscious of that.
UtsunomiyaAnother point is that I hadn't set the level of completion as an important point for this course,Rather than focusing on whether they "did it or not," we actively evaluated and provided feedback on whether they had a unique perspective or way of thinking.And the points of evaluation are as much as possibleI will emphasize this repeatedly in front of all of you (students).I was doing that.
中: That "emphasizing it repeatedly in front of everyone" has a slow, gradual effect, like a body blow, doesn't it?
(I.e.: Although they give feedback to each individual, I get the feeling that they're saying it to everyone, and that was a great learning experience for me.
What aspects of "CREATIVE CLASS" do you feel are different from other learning environments?
Iwasawa: I haven't taken any other courses, so to be honest, there are some things I don't know, but stillIt's a kind of "ultra-personal" quality; there are lessons that only that person can learn.That's one point. Also, the number of people was just right, resulting in a high level of engagement.
中Regarding the number of people, we decided on 10 fairly early on. We had in mind that this would be about the limit in order to maintain value. What were your thoughts on the number of people, Utsunomiya-san?
UtsunomiyaOne of the good things about this was the small group size of 10 people.I really liked the feeling of being in a closed, enclosed space.That's right. With 20 people, it's enclosed but a little scattered, and with 5 people, it's too intense, so I think the balance of 10 people encourages selection and focus, and increases the density."I'm only going to tell these 10 people."And so, I was able to speak without holding anything back.
中: "I'm only going to tell this to these 10 people" is something that students appreciate, isn't it? I believe you yourself posted on X about experiencing firsthand that "teaching is learning." What specifically did you feel about that?
Utsunomiya: That's right. To put it simply, I really felt that "you really can't know what kind of growth or potential a person has." Everyone evolves so much every two weeks. So,It's necessary to reserve judgment on the other party, or rather, to be cautious and not jump to conclusions based on only certain aspects.That's what I was taught.
中: The choice of words is so cool. I'll put "I'll continue to reserve judgment" in bold (laughs). There's always something about Mr. Utsunomiya's words that makes you want to keep them in mind, isn't there? I think it's beautiful and nice how that comes together with the design.
IwasawaI understand. I was also very impressed by Mr. Utsunomiya's choice of words this time.The thoughtfulness and consideration shown in all aspects, and the way the words flow smoothly and naturally, are valuable lessons even before considering the design or research itself.In other words, I think that having a strong sense of aspiration—"I want to become an adult like this"—cultivated within oneself will have a positive impact.
(I.e.I believe that the thought process behind something is always reflected in conversation. I was able to learn a lot from Mr. Utsunomiya's approach to production, from his way of speaking and the order in which he spoke during the feedback session.
中Are there any words from Mr. Utsunomiya that left a lasting impression on you?
(I.e.:Received during the concept development phase."I wish real-life brands were like this; it's so good."That's the phrase. Actually, that concept came about when Mr. Utsunomiya gave me feedback on the previous assignment, suggesting, "Couldn't we also consider this approach?" Basically, I think CREATIVE CLASS involves a lot of individual work time,A practical experience of internalizing others' opinions and transforming them into creative works.It was a valuable experience to be able to do that with Mr. Utsunomiya, and I was genuinely happy about it.
Utsunomiya: I feel like we created Sugawara-san's assignment together, especially from the concept-making stage onwards.
中: I see. From your perspective, Mr. Utsunomiya, were there any instances where you felt that students, not just the masters, were influencing each other and developing through interaction?
Utsunomiya: That happened every time, didn't it? Even when choosing the same brand, everyone's way of summarizing and building their arguments is different. I think it's amazing to be able to see the output of 10 people at once.You can gain diverse perspectives on the spot.That's the point.
Don't blame yourself for not being able to change immediately. Enjoy the process of change and continue to grow as a creator.
Have you been able to apply the skills and mindset you gained from the course to your work, or do you feel you will be able to apply them to your future activities?
(I.e.: My approach to incorporating my own ideas into my creative work has changed dramatically. Previously, I prioritized the contextually optimal solution, sometimes even dismissing my own thoughts as noise. But after taking the course,I've come to believe that my own ideas and the correct answer can coexist, and I consciously work on the process of incorporating my own ideas.It began.
IwasawaBefore taking the course, I enrolled with the feeling that maybe I would become better at design if I took this course! But in reality, I couldn't complete the final assignment and I despaired at my own inadequacy. However, Mr. UtsunomiyaThe important thing is not whether you can do it now or not, but whether you are steadily making progress step by step compared to before.I felt like my wounds were healing, and I came to think, "It's okay not to blame myself for not being able to change immediately." Utsunomiya's wordsIt's not just about technique, but about a depth that reflects one's philosophy of life.There isAll I can do is cherish what I have now and build upon it.With that in mind, I want to work hard from now on.
中: I'm kind of jealous. I think if the content and way of thinking about work are updated, life can change a little.The ability to learn and change your life, no matter your age, will always be enjoyable.I think so too.
If you were to run this course again, what kind of people would you like to see participate, or what kind of people would you find interesting to see?
Utsunomiya: People who tend to be bound by the idea that "it has to be this way." Many suffer from unconscious constraints such as "designers should be like this" or "proposals should be logical." I am very conscious of individuality,The value of expression comes from leveraging the unique perspective and strengths that each individual possesses.This class is suchIt can be a catalyst for breaking free from constraints, making your work more enjoyable, and giving you a sense of connection between yourself and your expression.must.
中Thank you. Finally, could you please give a message to those who are considering taking the course?
(I.e.I truly feel that taking this course was worthwhile. Thanks to Mr. Utsunomiya, Mr. Kawazoe, Mr. Nakamura, and Mr. Iwasawa, and all the other participants,Seeing their enthusiastic attitude really inspired me.So, I really want to express my gratitude to everyone.
IwasawaI think there are a lot of people who are feeling lost and anxious because there's no one in the company to scold them, and they have no choice but to keep themselves in line. But if you feel like you want to apply, I think it's probably already decided, or rather, there's a reason for it.If it feels right, then go ahead and jump in!I think it 's.
Utsunomiya: I think it's really great that we can make mistakes in a school setting. The biggest thing we can learn from those mistakes is not just our own, but everyone else's mistakes as well.Enjoy the process of how you change.I think it's perfectly fine to consider this as just one period in your long life. And the reason you're all speaking with such enthusiasm is because you committed to this period with such high concentration.Failure is acceptable, but you need to be prepared, committed, and serious about it.If you do that,You can gain so much in a short period of time, including personal changes and hints for your future life.I think that's probably the case.
中Thank you very much. Many more courses by our admired masters will be opening soon, so please continue to keep an eye on CREATIVE CLASS. If we receive a lot of inquiries from people interested in taking the Utsunomiya course, there might be a Season 2, so please keep an eye out then! (laughs)
Summary
"Enjoy the process of how you yourself change." As Utsunomiya said, these past three months have been a period for both of them to update their entire outlook on life.
"CREATIVE CLASS" is not a place where you are simply taught the "right answer." It is a place where you directly receive the "perspectives" of masters who are active on the front lines—what they think and what they focus on—and internalize them. Furthermore, by simultaneously receiving feedback on the output of not only your own work but also that of your peers, your creative repertoire will expand to a degree that you could never reach on your own. Such an intense experience awaits you.
Stepping out into the world is scary for anyone. However, this place offers views that can only be seen by those who accept failure and face it head-on. All you need is not perfect skills, but a little courage to say, "Let's try." Beyond that courageous step, a lifelong perspective and friends await you.
Please check the CREATIVE CLASS official website for information on courses currently accepting applications.
