戦略とトランスクリエーション
Est. 2025 — Tokyo / Vancouver
Vol. 01
2025–2026

Good creative in the
wrong context is
bad strategy.

Ideas have accents.

Strategy, transcreation, and production for brands.

Selected Clients
Red Bull Sony Interactive Entertainment P&G EA Sports LinkedIn Activision Blizzard King Riot Games
Award-winning work — Telly Awards · Shorty Awards · NYX Awards
About
概要
The Practice
Translation moves words. Transcreation moves markets.
William Atsushi Bailey portrait

I don’t translate campaigns. I rebuild them — from cultural insight up. Every project starts with a diagnostic: how does the market feel? Where does friction live? What earns attention? What drives action?

Entering Japan? Expanding? Watching competitors who understand the market better than you do pull ahead? That’s the problem I solve.

William Atsushi Bailey Strategy · Transcreation · Production
Guest Lecturer — Temple University Tokyo
Selected work.
A PlayStation showcase that broke viewership records. An esports tournament in a medieval castle. NFL stars playing table tennis during Super Bowl week. This is what happens when strategy meets production.
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一
Case Study
State of Play 日本
PlayStation’s global showcase was built for Western hype culture. Japan needed something different. We rebuilt it. 786K peak viewers.
ステート・オブ・プレイ
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二
Case Study
Red Bull Wololo: El Reinado
Age of Empires’ biggest event to date — produced inside a real medieval castle. 85K peak viewers. Community soul protected at scale.
レッドブル・ウォロロ
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三
Case Study
Battle of the Paddles
P&G & Twitch wanted content during Super Bowl week. We put NFL players in a table tennis tournament. It won an NYX Award, and nobody once called it an ad.
More
もっと見る
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About
My Story
Born in Japan. Raised in Canada. Then full circle. Each chapter taught me something new, each place showed me a different way to see the world. This led to the realization that cultures respond differently to the same input.
私のストーリー
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Portfolio
Work
Campaigns, brand strategy, production, and transcreation — the full record.
仕事
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Services
Services
Strategy without production is a PDF. Production without strategy is a gamble. I do both.
サービス
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Expertise
Creative Strategy Brand Transcreation Campaign Production Live Event Production IP Management
Case Studies
State of Play Battle of Paddles X Games Red Bull Wololo LCS 2024
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