Starting his career at Hakuhodo as a space designer and then as an activation planner – unconventional roles within an agency – Masatoshi learned the art of pushing the boundaries of conventions and practicing integrated execution. His "SOUND-FREE CONCERT" won a Bronze at Cannes Lions 2018, setting him in good stead for his future roles, ultimately leading to his joining TBWA\HAKUHODO in 2018.

Over the years, Masatoshi, now a Creative Director at TBWA\HAKUHODO, has earned over 150 awards, including the Grand Prix at Clios and NY Festival, as well as Gold at Cannes Lions. He became the first Gold Lions winner in the Innovation category at the prestigious Cannes Lions International Festival of Creativity in 2023.

Campaign Asia-Pacific, Asia’s largest advertising magazine, has recognized Masatoshi as one of the “40 under 40,” an esteemed list that acknowledges top-tier outstanding young leaders in the media and communications industry. The award highly commended Masatoshi, stating that he has leveraged his unique creativity to transcend all constraints and challenges, delivering meaningful and impactful campaigns for clients. Additionally, he was honored with the “Japan/Korea Young Creative of the Year” award at the “Japan/Korea Agency of the Year 2023” awards.

Masatoshi believes that first impressions or reactions to ideas and creations should be ‘No way!’ Only then can you know the work has the ability to change the world. His creative approach involves injecting the unexpected into the creative conversation and ideation process, pushing his team to bring the same level of curiosity and questioning to every discussion. His passion for creative expression draws on his ability to constantly learn and evolve his thinking across various fields.