In the Age of AI, Thinking for Yourself Matters More Than Ever. Rawfeel Captures "Raw Feelings."

Could you introduce yourself and your company?

I'm Tomo, originally from Taiwan. I've been living in Japan for about ten years now. My Japanese isn't perfect yet, but I'm still learning every day.

I'm also a father of three and the co founder of Rawfeel Inc., where we primarily focus on video production. I mainly work as a film director, while also taking on producer roles depending on the project.

Today, Rawfeel primarily produces commercial films for companies and brands. They work on a wide range of projects, always striving to communicate each client's vision and the unique value of their brand through film.

At the same time, the team is looking to expand into more story driven work, including feature documentaries and short films. Building on the storytelling and visual language they've developed through commercial projects, they hope to create films that explore people, places, and cultures in greater depth.

Outside of work, I enjoy watching films and documentaries. I also love traveling, meeting friends, and attending events. Exploring different aspects of Japanese culture and talking with people are some of the things I enjoy most.

How did your career in video production begin?

I married my wife, whom I met in Australia, and moved to Japan in 2015. At first, I wasn't working in video. I worked as a photographer, shooting rooms for real estate listings and private lodgings.

I had taken a lot of photos, but at the time, I knew very little about video. It was something I only did as a hobby, filming travel moments with a GoPro.

So your career began with photography.

Yes. Later, I joined a food focused web media company and became involved in video production as part of the marketing team. I was in charge of inbound tourism content, filming restaurants and chefs while traveling across Japan, including places like Kyoto and Yamagata.

Over the course of about two and a half to three years, I filmed around 300 restaurants. Through that experience, I started to feel that maybe video was something I could do.

However, due to the impact of COVID, the company downsized and demand for inbound tourism disappeared, so I ended up leaving that job. After that, I worked on video production connected to a local government in Hokkaido, where I began working as a director.

Did your time in Hokkaido have a significant impact on you as well?

Absolutely. Since I'm from Taiwan, living somewhere with snow was a completely new experience. I'd always loved snow, and during the two years I spent in Hokkaido, my filmmaking skills grew tremendously.

I'm deeply grateful for the time I spent there, especially to my wife and to everyone I met in Hokkaido. It was there that I began to tell stories through my films and took my first real step toward expressing myself as a filmmaker. I truly believe it was Hokkaido's breathtaking landscapes that taught me how to do that. That's why I always want to go back. I know that place still has more inspiration waiting for me.

After that, I returned to Tokyo and joined a video production company. Later, I met my current co-founder, and together we decided to start our own company.

When I first saw his creative work, I was immediately drawn to the originality of his ideas. His personality is completely different from mine, but the more we talked, the more I felt we shared the same instincts. I remember thinking, "I feel like we could create something together."

At first, we filmed videos as a hobby and exchanged ideas with each other. Eventually, I was the one who asked him, "Why don't we start a company together?" That's how Rawfeel began.

What does the name "Rawfeel" mean?

It stands for "raw feelings." We want to honor the unique stories that every person carries, so we try to capture them as naturally as possible, without unnecessary filters or embellishments. Rather than relying on dramatic effects or heavy styling, we believe there's beauty in simplicity.

These days, it's common to see videos filled with AI generated elements and visual effects. But we're drawn to a different kind of beauty. A child playing in a single static shot, or a family sharing a genuine laugh without any added effects, can be far more powerful. To us, the simplest moments are often the most beautiful.

What does a typical workday look like for you?

I try to keep a fairly regular routine. I usually wake up around 6:30 or 7:00, prepare breakfast for my children, take care of things like the nursery school drop off, and then go to the gym.

After that, I check my tasks for the day and work on things like proposals, planning documents, and ongoing projects. In the evening, I try to pause work and make time for my family.

I also try not to leave things until right before the deadline. I prefer to work ahead as much as possible. For example, if a project is due at the end of the month, I aim to have it finished the week before.

Most of the time, I work from home and go to shoots or project sites when needed. I'm based in Tokyo, and one reason I chose this city is because it's a place where I can encounter many different people and cultures. The office I use now is also a place where art, events, and human connection happen naturally, and I feel that kind of environment leads to new ideas.

What do you keep in mind when working with clients?

Respecting the client's perspective is a given, but I don't think our job is simply to accept every request as it is. As professionals, it's important that we also communicate our own ideas. Just because a client asks for something doesn't necessarily mean it's the best solution. If we genuinely believe there's a better direction, we'll explain why and make that recommendation.

Of course, those ideas aren't always accepted right away. Sometimes we're told, "That's too difficult," or "We don't want to do that." When that happens, we don't push back aggressively. Instead, we keep the conversation going by offering alternatives little by little. We'll say, "What about this approach?" or "Would this version work instead?" As we continue the dialogue, people often begin to see the value in a different direction.

I remember one project in particular that I really wanted to make happen. At first, everyone around me said it was too risky or too difficult. But rather than giving up, I kept refining the proposal and presenting new ideas. In the end, we were able to make it happen. It's not about forcing your opinion through. It's about gradually finding common ground together.

A project is never shaped entirely by the client from beginning to end. Once production moves into the structure, editing, and post production stages, there are many opportunities for us to contribute our expertise. That's where we make confident creative decisions and guide the project toward a stronger final result.

To me, those conversations, adjustments, and moments of collaboration are all part of the creative process.

What does great work mean to you?

For me, the process matters more than the result. There is real value in the time we spend thinking together, trying things, and overcoming challenges as a team. More than how the final piece is evaluated, what matters to me is how fully everyone gave themselves to the process.

A work is never completed by the director alone. It only comes together because of everyone involved: the cinematographer, lighting team, hair and makeup artists, assistants, and of course, the client. I strongly believe that a project doesn't belong to one individual. It belongs to the entire team.

How do ideas come to you?

In addition to client work, we also create our own independent projects. For those, we use our own budget to pursue the kind of expression we truly want to explore. As a space to bring our ideas to life, we create short films and web commercials. We actively take on experimental ideas and forms of expression that are often difficult to realize through client work.

I don't think ideas are born simply by gathering references. When I can't come up with anything, I try not to force myself to search for inspiration. Sometimes, it's important to stop and take a break.

Original ideas often come from small moments in daily life. By carefully noticing the things that catch your attention or feel slightly strange, those small observations can eventually lead to something original.

What experiences have shaped the way you think?

What drives me is my fascination with filmmaking itself. I grew up surrounded by films, and from an early age I learned the importance of simply trying to make things.

I don't think it's about whether you're talented or not. What's important is taking the first step and giving it a try. I believe that's how new possibilities open up.

Even today, what continues to motivate me is the desire to keep stepping into the unknown and challenging myself.

AI has been advancing rapidly in recent years. How do you personally view AI as a creative tool?

AI is an incredibly useful tool, but I also think we need to be careful not to rely on it too much. It can gather information and generate the most likely answer, but it's still working with existing information. It doesn't create ideas from nothing in the way people do.

That's why I believe there's real value in people talking to each other, exchanging ideas, and sharing stories, rather than simply asking AI for answers. If we depend on AI for everything, there's a risk that we'll stop thinking for ourselves.

I also think it's important for our industry to have places where people can easily ask questions, exchange ideas, and have meaningful discussions. To me, creativity is born through those human interactions.

What do you hope to see in the future of the film industry?

I think AI is going to change the way we create films in a major way. Until now, we've created videos by editing and assembling footage. But we're entering a time when simply typing a prompt will generate an entire video. It's not about competing with AI. The important thing is learning how to use it well.

What I hope for, though, is that we'll continue to have places where people can exchange ideas and stories. Rather than asking AI for every answer, I think there's real value in talking directly with planners or people who have expertise in a particular field, and developing ideas through conversation.

It doesn't have to be in person. Online discussions are valuable too. But having an environment where people can easily ask questions, exchange ideas, and connect with others in the industry will become even more important.

AI is a tool, not something we should hand everything over to. That's why I want to continue valuing the ideas and creativity that emerge through conversations between people.

That makes sense. It sounds like AI has its strengths, and humans have ours. Looking ahead, what are your hopes for Rawfeel as a company?

There are two directions we'd like to pursue.

The first is helping Japanese companies expand overseas, while also supporting companies from places like Taiwan and Hong Kong as they enter the Japanese market. We want to go beyond video production and be involved in everything from concept development and branding to content creation, becoming a bridge between businesses across borders.

The second is contributing to social issues. Whether it's Japan's aging population or other challenges happening around the world, we'd like to use film, creativity, and planning to be part of the solution.

For example, I'd love to work with other companies and creative teams on projects that bring new value to regions that may one day disappear. I believe you don't need a huge budget to make a positive impact on society.

Rather than seeing ourselves only as a video production company, we want to challenge ourselves to create value from a much broader perspective.

Thank you. Finally, do you have a message for people who want to enter this industry?

What I want to say is that creativity and storytelling are the two most important elements in making things. Because of these two things, we can create something that truly reaches people, and they also become a source of motivation for ourselves. That's why I hope people never let go of them, but keep them as part of their own thinking and continue to take on new challenges.

I also believe that stability can be dangerous. In the process of creating, it's important not to simply go with the flow without thinking for yourself. Instead, you need to place yourself in challenging situations and keep searching for something. The act of continuing to move forward with that mindset is creativity itself.

Before asking whether you can make something or whether you have talent, just try. That's something I learned in my childhood. For anyone who wants to enter this industry, I think that attitude matters most.