Interview
IC4DESIGN, Japan
Hirofumi Kamigaki, co-founder of IC4DESIGN, leads a Hiroshima-based studio known for its intricate, narrative-rich illustrations and maze-like visual worlds. Their globally acclaimed series Pierre the Maze Detective has been translated into over 30 languages, reaching more than one million readers worldwide.
1 Congratulations on your achievements in the NYX Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?
I'm Hirofumi Kamigaki and we are IC4DESIGN, a design studio based in Hiroshima, Japan. We deliver highly detailed, narrative-driven illustrations with an intricate, maze-like worldview to a global audience. Our signature series, "Pierre the Maze Detective," has been translated into over 30 languages and has become a global bestseller with over one million copies sold. Throughout our journey, we have been honored with numerous prestigious international awards, including Bronze at Cannes Lions, as well as recognition from D&AD, Silver at The One Show, and Silver and Bronze at the ADC Awards. We have also had the privilege of collaborating with exceptional clients such as The New York Times, Google, and Amtrak on a wide range of advertising and editorial projects. While my journey began with a pure childhood passion for drawing, I am certain that our ability to achieve such milestones is due to the trust of our global clients and editors who provide us with challenging opportunities, and the unwavering support of our dedicated team.
2 What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?
I wanted to see how our work resonates with people worldwide, beyond our own borders. To me, this win is not just a personal achievement; it is a recognition of my team's hard work and, above all, it is thanks to our readers around the world who always enjoy and support our work.
3 Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today’s industry?
We receive many heartwarming messages from all over the world saying, "We had a wonderful time together as a family, thank you!" These voices have increasingly led to our next projects. In a digital age where individuals often look at their own separate small screens, it makes me very happy and warm to think that people are spending time together around a single illustration. We incorporate various elements into our work regardless of nationality or race. It is my hope that by having many different people enjoy our work, it might contribute, even in a small way, to world peace.
4 What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?
I don’t believe it's because we are special, but rather because everyone involved—the team, the editors, and the publishers—refused to compromise on the smallest details. Perhaps the judges felt the collective obsession of a team that hides playful surprises in every corner of the story.
5 Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?
The sheer volume of detail required meant we were constantly racing against the clock. While our editorial team provided immense support, our studio also implemented various internal strategies and creative ways to keep the team's motivation high and maintain a healthy environment throughout the process.
6 Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?
This honor will be a great boost of confidence for our staff, publishers, and editors. I hope it makes it easier for us to reach an even broader audience and share our work with more people across the globe.
7 What has the reaction been from clients, audiences, or stakeholders about your winning entry? Any feedback or memorable moments that stand out?
Seeing photos from international fans dressed up as "Pierre," families enjoying the books together, and hearing that our work provided a small moment of joy for those evacuated from war zones has been incredibly moving. Each of these stories has become a major source of motivation for us.
8 For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?
It's all about "quantity." People often debate quality versus quantity, but quality is something that improves naturally as you produce a large volume of work. Focusing too much on quality at the very beginning can sometimes be a way of making excuses. Almost everyone I know who has succeeded produces a staggering amount of work.
9 The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?
To be honest, the changes are scary, and I don't know what the future holds. However, I feel the walls of language disappearing and see creations from all over the world blending together. We aim to be "content makers"—rather than competing with AI, we want to be on the side that creates original content.
10 Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?
Similar to what I said about quantity, there is so much to be gained by challenging yourself in any way possible. It does require some financial investment, but if you have the means, I highly recommend going for it. The process itself is incredibly valuable.
11 Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?
I hope we can maintain a world where we can all continue to enjoy the act of creation for a long time. Let's keep making great things together.
12 Winning is a team effort in many cases. Is there someone or a group of people you’d like to dedicate this achievement to, and why?
Above all, I would like to dedicate this achievement to our readers around the world who always enjoy our work and send us their warm support. Your smiles and reactions are the primary reason we keep drawing. I also want to dedicate this to every member of IC4DESIGN and to the publishers and editors who turned our ideas into reality. This work would never have come to life without your patient support and the trust you placed in us.
13 If you could describe your award-winning entry in one sentence, what would it be and why?
"An invitation to the world, packed with countless layers of gratitude and passion." The reason is that our work is more than just an illustration; we want it to be a "place" where anyone, regardless of nationality or age, can step into an intricate world, get lost, and enjoy new discoveries. At the heart of our creation is the desire to provide an experience where parents and children can talk over a single picture, and readers worldwide can share the same sense of wonder.
14 Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?
We currently have several new book projects and large-scale installations in progress. We look forward to continuing to create "dense narratives" that surprise and delight everyone.
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Advertising - Advertising Campaign
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Design & Print (NEW) - Book
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Advertising (NEW) - Online AD (Single)
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Advertising & Design - Book Cover Design
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Advertising & Design - Editorial Spread Design
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