William Atsushi Bailey
Creative Producer & Strategist
EN|日本語

William Atsushi Bailey

Creative producer & strategist
Illustration of William Atsushi Bailey walking with a book
Selected work
State of Play 日本PlayStation’s showcase, adapted for Japan and hosted by Yuki Kaji. 2025 and 2026.
The State of Play 日本 setState of Play 日本
Story
My StoryNagoya, Kyoto, British Columbia, a mountain village, Kagoshima, London, Montreal, Tokyo.
Services
Two ways to hire meStrategy, so the idea lands. Creative production, so it gets made properly.
Red Bull Wololo set in the castleRed Bull Wololo: El Reinado
Writing
The Ikigai DeceptionA series on Substack.

I help international brands and entertainment teams make their ideas land with Japanese audiences, and get them made the way Japan expects.

Two ways to hire me →
Ideas have accents.
Select brands
I’ve worked with
Red BullPlayStationP&GEA SportsRiot GamesX GamesLinkedInActivision Blizzard KingRed BullPlayStationP&GEA SportsRiot GamesX GamesLinkedInActivision Blizzard King
Telly Award · NYX Award
Shorty Awards Honoree

Selected work

All work →
Yuki Kaji on the State of Play 日本 set
Format adaptation for Japan

State of Play 日本

PlayStation’s showcase, adapted for Japan and hosted by Yuki Kaji. 2025 and 2026.

Red Bull Wololo hosts on the castle set
Live event production

Red Bull Wololo: El Reinado

Four days of live Age of Empires from a medieval castle in Spain. 85,832 peak viewers.

Battle of the Paddles set during Super Bowl week
Format creation

Battle of the Paddles

NFL players in a table-tennis tournament during Super Bowl week, for P&G and Twitch. NYX Gold.

Based in
Tokyo, Vancouver. Working in English & 日本語
Pages
WorkServicesStoryWritingContactThings I like
Case studies
Red Bull WololoState of Play 日本Gran Turismo World SeriesBattle of the PaddlesX GamesLCS 2024
Connect
LinkedInInstagramSubstackContact formStart a conversation →