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.

I build brand communities that cross cultures. Through strategy, live events, and content.

Live events are where that community gets built in real time. Record-breaking PlayStation showcases, esports broadcasts inside a medieval castle, NFL stars on Super Bowl week. I produce them at scale, then keep the audience engaged long after the stream ends.

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.

Brand communities, built to cross cultures. 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, live events, and content work as one.

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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