Yusuke Sato is a pioneer in transforming advertising into entertainment. His original campaigns are often described as “first in history”, integrating film, technology, social media, outdoor media, and real events, and they stand out through his profound knowledge of craft. Yusuke’s work spans spectacular expressions of Hollywood movies to the delicate animation of Japan. He was the youngest recipient of the Creator of the Year, the most prestigious award in the Japanese advertising industry. At age 28, he represented Japan in the Young Cannes film category was awarded a medal. He has since accumulated numerous international awards, such as Cannes Lions, Spikes Asia, NY ADC, ADFEST, and MAD STARS, where he has notably won the Grand Prix three times.

At MAD STARS 2025, he will be both a speaker and a NEW STARS juror.

In 2017, you were named Creator of the Year by the Japan Advertising Agencies Association. What do you believe it takes to be a great creative? What are the most important qualities or skills NEW STARS creatives need to succeed in today’s advertising industry?

Yusuke Sato: To be a great creative, I believe it’s essential to value your team. Advertising is never made alone. Every idea is born through collaboration with others. That’s why I always aim to come up with ideas, and provide direction, that uplift the motivation of everyone involved.

As for the NEW STARS generation, the most important quality is simple: do you love this job? In Japan, there’s a saying, “What one likes, one will do well”. When you’re passionate about something, you naturally put in the effort – and that effort becomes your strength. Passion is the most powerful tool we have. I hope young creatives trust their curiosity, explore ideas freely, and embrace new challenges with joy. What I’m hoping to see this year is raw, even reckless creativity – ideas that feel wild and fearless. I’m looking for work that picks fights in a good way. Ideas strong enough to knock down the conventions of rivals, or challenge the assumptions of the industry itself.

What have you learned about being a senior level creative directly from both your success and failures (or challenges)?

Yusuke Sato: From success, I’ve learned that craft never betrays you. When a team is fully motivated and deeply committed to the details, the work will connect with people. In the age of social media, there are always audiences who notice and appreciate those fine touches. The more care we put in, the more it shows—and that effort is never wasted. On the other hand, projects treated like routine, with no emotional investment, simply don’t work. It’s obvious when something is made without care.

From challenges, I’ve learned that difficulties are part of the job. Especially when trying something new, hitting walls is expected. That’s why I choose to see tough moments as signs of opportunity. They mean we’re doing something that hasn’t been done before. As a senior, my role is also to create an atmosphere where younger creatives feel safe to share playful, honest ideas. That kind of environment is the soil where great advertising grows.

What are you most proud of in your career so far?

Yusuke Sato: I always want to be proudest of the work I’m doing right now. So at this moment, that’s FRIES BEAT for McDonald’s Japan.

It’s a Gen Z–oriented branding project based on a single sound – the “tiro-ri” chime that plays in McDonald’s kitchens when fries are ready. We layered that familiar sound with various elements of Gen Z culture – storytelling, music videos, VTubers, events – without limiting the format. It’s an ongoing experiment in blending branding with entertainment.

Now in its third year, the campaign continues to evolve. Our team always aims to outdo what we did the year before. We’ve been honoured to win the Grand Prix at MAD STARS two years in a row, and I’m truly proud of what we’ve built together.

FRIES BEAT Highlights:

• Turning the fryer chime into content:
  
• Collaborations with leading Japanese artists like Ado, YOASOBI, Vaundy, and Hoshimachi Suisei
• Teasers: [2025] [2024] [2023]
• First-ever virtual fries featured in VTuber content
• In-store takeovers
• Live events
• Played on screens in Shibuya

As you can see, FRIES BEAT has grown into a rich, multi-format platform over the years.

Advertising to Gen Z, (which much of McDonald’s advertising is directed to) has its own needs. What would you say are the most important things to incorporate?

Yusuke Sato: Gen Z can instantly detect whether something is genuine. What matters to them is authenticity, humour, and meaningfulness. But perhaps most importantly, they want to participate.

It’s no longer enough to speak at them. You need to build something with them. That’s why I believe in creating work that’s intentionally “unfinished”, leaving space for users to co-create and shape the brand experience in their own way. That’s where real engagement happens.

What do you think differentiates a MAD STARS award winning campaign from the other entries? 

Yusuke Sato:  A MAD STARS-winning campaign does more than just solve a brief – it moves people. It’s deeply connected to social or cultural context, yet still delivers surprise, joy, and craft. What sets them apart is their humanity. In an age where AI can generate anything, being human has become both the hardest challenge – and the most powerful advantage.