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Gifted with prominent storytelling and aesthetic visual expression, Eto was one of the very first directors in Japan’s advertising industry to create films with global perspective. He constantly studied the works of overseas staff, and brought a new perspective to the Japanese film industry, to actively invite DOPs, colorist and editors to Japan, when most of the works were made by all Japanese crew.

Eto was born in Kanagawa Prefecture in 1970. He studied filmmaking at New York University, which later greatly influenced his creative style. After returning to Japan, he started working as a TVC director. His works include AIG Japan “#DiversityIsStrength”, “#TackleTheRisk”, Shiseido Tsubaki “Iikami wa senaka wo osu”, SONY “Shibuya City Games” and Fujifilm “The Spirit of Innovators”, which were all much talked about. He has won numerous local and international awards, including Gold in the Film Craft Lotus category at Adfest 2018 for Suntory Kyoto Fukujuen’s 227th Year of Innovation”, Silver in the Film Craft category at Spikes Asia 2017 for AIG Japan “#TackleTheRisk”, TED Ads Worth Spreading 2011 for Mazda “Defy Convention” and Grand Prix at ACC CM FESTIVAL 2013 for NIKE BASEBALL “Declaration.”