Why Finnish Creative MUSUTA is working for more than a decade with EDP beyond boarders and language barriers

MUSUTA Timo（Timo）：We had this project for TV channel in Finland with the brake bumpers. The theme we presented was “Urban Abstract.” We made 20 sets of 5 seconds bumpers which will be inserted just before the commercial break. This was an interesting project for us, and we were searching for creatives, and one friend introduced us to EDP. We did some tests together and immediately thought what you guys brought out was so good. Me and my partner were so happy, and we thought, oh, this is so great. Then we ended up doing this project together and immediately won so many nice international awards. It was a success from the very first project.

EDP graphic works Mitsutomo Maeda（Maeda）：When we heard the idea, making 20 sets of 5 seconds of bumpers, which eventually merge into one long film, we thought it was very interesting. The idea was there, but the creativity came from discussion and our soul. Being given an image and tone for the project, we were asked to experiment in various ways. I remember, on the EDP side, each designers took it back and tested what ‘city-like’ could mean.

EDP graphic works Masaru Ikeda（Ikeda）：Yes, I really remember this experiment. I enjoyed it. For myself, I was in the middle of experimenting a technical issue, so I linked this to the “City like” image.
We presented 5 or 6 variations, and the “Skyline” was the breakpoint.

Timo：Yeah, the one “skyline” image, which afterwards got copied so much in advertisement and became a kind of industry reference for many designers to create.

Maeda：Also, we were very happy that it was a chance for us to start from scratch, we had “Freedom” for our creatives, but this is always very difficult, and very grateful.

Ikeda：Our motivation skyrocketed. We were of course young, but it was our chance to express our artistic sense.

Maeda：Yes, I utilized many effects for the first time and tested what we can achieve. We tried and challenged a lot. People of EDP like to challenge and make the best creative.

Timo：Never… Yes of course, the language barrier, because our Japanese is not fluent. But it was never a problem. I think it’s even better so because then you really communicate what is necessary. A lot of unnecessary things were left out. So, it became more crucial to speak only to the most important point and make it simple instead of, you know, writing an essay.

Maeda：The story board of MUSUTA which we receive at first is always very simple. You have sketches drawn by hand with some words like “Fly,” “Flow,” “Window,” and so on which makes us understand very easily, so by means of creative understandings, we did not have any difficulties. We do of course use Internet Translations for e-mails and so on.
After we present the first assets, we do discuss the details for the creativity, utilizing online conference tools.
The communication is always very smooth.

Ikeda： Yes. At first, we do need some visual image to understand the direction of what you want to have.  Additionally, if you have any reference of image, that is also very welcomed.

Timo：But nowadays we don’t share reference, do we?

Ikeda：Working together for a decade, made us understand what they may like and what is in your mind now. The more we work, the more it gets easier to communicate.

Maeda：Also we communicate by body language and sound image. As this is motion and not a still image, it is important to share our image in the discussion timing.

Timo：Yes, especially my partner, Jopsu, is artistic and she’s very good at expressing herself, enjoying and visualizing things, but not verbal.

Timo：I think we always shared a similar mindset in working with them. We never really had to explain too much, and it was never complicated because we felt that we kind of shared a similar creative brain, and vision. So it’s always been quite easy. It’s hard to explain but we clicked.
And we always felt that we were getting more than what we wanted from the team at EDP.

Maeda：We think the same too. The storyboard and idea of MUSUTA is always interesting, so we love to image and think of various ideas and get excited. Thinking how we can make this more attractive, and more exciting.
That’s why we try hard to present the best. Sometimes, the outcome image may differ from their image, but they tell us in simple words. This is very helpful that they don’t hide their opinion but tell them straight to us.

Timo：I can’t forget to say, I love their artistic sense. With other companies, it may be more engineer like but EDP has their artistic and creative sense, which make us work together more. That might be the reason that you don’t need too much explanation.

Ikeda：Nice to hear that. We are always trying. For the artistic sense, it may be that we like the same kind of tone, say Abstract image or so on and have a sense of similar aesthetics. Also we try because we’d like to meet expectations.

Timo：I am someone with preferred way of working, which is, when somebody’s doing something, let them be and do what they’re doing. I would never stand behind someone’s computer when they’re working because I hate that.

If you let people be free when they are being creative, it’s important to leave that space. At this time when you are working alone, there is no stress or embarrassment.

There is no stress or embarrassment. If you make a mistake or if something looks like crap, you know, you don’t need to worry about it because somebody’s not going to be there and look at that and say, hey, that looks terrible. They will come for comments when in time.

Ikeda：I really appreciate this. Regarding the language barrier, it is difficult for us to show unfixed work that needs word explanation. That’s why we focus on how we could show by visual, which can be understood by everyone.

Timo：Also, I don’t know if they felt the same, but what we always wanted to emphasize is that we are equal in our working relationship and that there is no threshold. We always have tried to say that you can send us anything that you’re trying, and we can have a look and don’t worry if it’s if it’s not finished, we are working together.

Maeda：I did feel it. To be honest, we are sometimes scared (before we show the work to people) … However, your communication made us fell less stressed and we can communicate easier. That would lead to the next step.