Freelance | UltraSuperNew
Art Direction
Graphic Design
2026
Firefox had less than 1% market share in Japan. The brand was invisible, irrelevant, and fighting against giants with endless resources. As Art Director, we didn’t try to out-spend them. Instead, I identified a generation hungry for alternatives and built a movement around a simple idea: stop accepting what’s chosen for you. The result: a campaign that felt less like advertising and more like a cultural uprising
In Japan’s conformist society, being the first to do something carries risk. Most people choose the safe path, the default option. But there’s a generation ready to break free. We called them the Firestarters.
We didn’t speak to everyone, but to those ready to change their default—in browsers, in life.
Switching browsers becomes more than a technical choice. It becomes a quiet rebellion. A statement:
I choose my digital freedom.
Mozilla, a non-profit foundation, became the perfect vessel. Not driven by profit or data extraction, but by the belief that the internet should be open, free, and belong to the people.
The campaign became an invitation to stop conforming and start choosing. Through cultural ambassadors, TV-CM films, OOH across Tokyo, and experiential activations, I created a movement where people see themselves reflected, not as consumers, but as individuals brave enough to define their own path. Changing your browser becomes changing your life.
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