Shigeru Ito

ITOSHIGE STUDIO is a creative practice centered on upcycling cardboard into considered objects for the home, shaped by the simple lines of Japanese minimalist design. What began as an exploration of material constraints grew into a philosophy: an undervalued, disposable material reveals unexpected strength and beauty when approached with care. Inspired by wabi-sabi, the studio embraces imperfection and transience, proposing a slower, more mindful relationship with the things we make and keep — rooted in process rather than the urgency of consumption.

Clínic Barcelona’s existing teaching materials were built by doctors, for doctors — accurate, but unreadable for a 12–16 year-old audience. Rather than simplify the science, we kept all of it and rebuilt how it was shown: every diagram, from the reproductive system to the hormone cycle, was redrawn in one consistent illustrated style. An animated diagram plays the full menstrual cycle in motion, and old myths are addressed head-on next to practical, current information — pad and cup absorbency, pain scales, product choice.

LG Washing Machine campaign built to reach single, young men newly living on their own — responding to a familiar gap: no one taught them how to manage their own home chores. The story follows a man whose pants keep attacking him in public — revenge, it turns out, for being washed the wrong way — reframing the washing machine as the solution.

TOWA is an infinite design-grid format for visual storytelling, born from a decade of research into how stories can be told through image. Its City Edition began in Barcelona, weaving the city’s architectural marvels — La Sagrada Família, Casa Batlló — together with its artists and local traditions into one unending visual narrative. The Madrid edition followed, folding the capital’s historic landmarks, culture, and character into the same infinite canvas. More cities, from Lisbon to Tokyo, are already underway.

Mitsubishi Electric needed a way to differentiate its Room Air Conditioners across culturally diverse markets in ASEAN and India. Rather than lean on a specific culture, the idea spotted a universal human truth: the simple, physiological relief of falling asleep in comfort. Shot like documentary footage of people drifting off, the film let the product benefit speak for itself — a charming expression of human nature rather than a message from the manufacturer.

Treat balance in life like a pair of scales, and you can’t move an inch or decide on anything. But life has its good days and its bad, its rain and its clear skies, its noise and its quiet, its hardship and its joy. Balance isn’t standing still with arms stretched out so you don’t fall — it’s accepting change and continuing to move. To see that, we first have to redefine what the word “balance” means for a life.