Crafting Emotion: Teruki Murakami on the Art of Japanese Production

M25continues to spotlight the incredible talent the team meets while traveling the region, connecting great companies to great projects. Episode seven of the m25 Global Producers Series brings us to Tokyo to meet Teruki Murakami of GEEK PICTURES. Operating in an industry defined by legendary craftsmanship and high-stakes precision, Teruki shares his experiences in how to bridge the gap between ambitious creative concepts and their reality. From navigating the unique demands of Japanese production culture to leveraging AI as a creative partner, Teruki proves that while tools change, the true art of the producer remains the same: building trust, preserving the core idea, and finding the beauty in the chaos.

Personal Journey

Q> Can you share a little about your journey into producing?

Teruki> I got into this industry because I was always fascinated by the emotional power of visual storytelling. Advertising, film, music videos all of them can move people in just a few seconds.

When I was younger, I was inspired by filmmakers, photographers, and music culture more than advertising itself. I became interested in producing because producers are the people who turn creative ideas into reality. Starting in this industry in Japan was not easy. The standards are very high and the environment is tough. You need stamina, patience, and attention to detail.

For me, the biggest challenge at the beginning was building trust. Directors, agencies, clients, and crews all need to trust you. I learned that producing is not only about creativity, but also about relationships and consistency.

The Producer’s Role

Q> As a producer, you’re often the one holding everything together between agency, client, and director. How do you define your role on a project, and what do you see as the most important qualities of a great producer?

Teruki> For me, a producer connects ideas and reality. We manage creativity, budget, schedule, people, and client expectations, while protecting the core idea of the project. I think good producers need balance. We need creative understanding, business sense, communication skills, and the ability to make decisions.

Some people think producers only manage money and schedules, but producing is actually very creative. Producers shape the atmosphere on set and influence the final quality of the work.

Managing creatives and directors

Q> Every project brings together strong creative voices, from agency creatives to directors with their own vision. How do you balance those perspectives while keeping the production on track?

Teruki> Every project has strong creative opinions. So first, I try to make sure everyone shares the same goal: what do we want the audience to feel? Once everyone agrees on that, discussions become much easier.

In commercial production, there is always a gap between ambition and reality. Directors want more time, agencies want more ideas, and clients want safety. The producer’s job is to find the best balance. I think trust is the most important thing. If creatives know you respect the work, they will work with you.

Working with Clients and Agency Leadership

Q> Producers often sit at the intersection of creative and business. How do you manage client expectations while protecting the creative integrity of a project?

Teruki> I think commercial client work has become much more challenging today. Things move faster, budgets are tighter, and expectations are higher. That’s why honest communication is very important. If something is difficult or unrealistic, I prefer to say it early. But I also try to bring solutions, not only problems. At the same time, producers should protect creativity. Clients appreciate it when they feel the team really cares about making something good, not just delivering materials.

Production in Japan

Q> What makes Japan a unique production hub compared to other markets in Asia? What strengths whether it’s crew, talent, or locations do you think global brands are often surprised to discover here?

Teruki> Japan has a very unique production culture. The craftsmanship is very strong in every department.
International clients are often surprised by the level of detail and preparation in Japan.

Even small productions can achieve very high quality. Japan also has a wide visual range. Tokyo feels futuristic, while rural areas feel timeless and cinematic. I think Japan’s biggest strength is combining technical quality with emotional subtlety.

Defining Projects

Q> Is there one commercial you’ve produced that stands out for its complexity or cultural impact?

Teruki> Recently, I’ve become very interested in projects that mix advertising and entertainment. I’m interested in vertical short dramas and original IP projects. I think audiences today want content they genuinely enjoy watching. People can quickly tell when something feels fake or overly commercial. One thing I always keep in mind is that people remember emotion more than technology or scale.

Technology and Innovation

Q> With new tools like virtual production and AI entering the industry, how are you seeing technology change the way commercials are produced in Japan?

Teruki> AI and virtual production are already changing the industry in Japan as well. AI is helping with ideas, previs, editing support, and social content production. However I believe AI should support creativity, not replace it. At GEEK PICTURES, we see AI as a tool for creating new expressions, not just reducing costs. For me, storytelling and emotion are still the most important things.

Inspiring the Next Generation

Q> What advice would you give to young producers or production managers starting out in Japan?

Teruki> My advice to young producers is simple: stay curious.

This industry is about people. Communication skills, flexibility, and empathy are extremely important. I also think having a global mindset is important now. Advertising, entertainment, social media, and technology are becoming connected. People who can move across different cultures and formats will become stronger and most importantly, I think you need to enjoy making things.

Looking Ahead

Q> As you look toward 2026–2027, what trends or shifts do you see shaping commercial production in Japan and Southeast Asia?

Teruki> I think production in Japan and Southeast Asia will become much more entertainment-driven over the next few years. Traditional advertising alone is no longer enough. Brands now want stories, communities, and cultural connection. Vertical content, AI workflows, creator collaborations, and original IP will continue to grow.

At GEEK PICTURES, we want to become more than a production company. We want to be a creative studio connecting advertising, entertainment, technology, and IP. I think the future belongs to companies that can combine quality, speed, and flexibility.

Some Lighthearted Producer Questions

Q> Go-to snack or street food during long shoot days?

Teruki> Onigiri and green tea. Simple, but the strongest combination.

Q> Coffee order that gets you through a 14‑hour set?

Teruki> I keep drinking black coffee all day.

Q> The most cinematic location in Japan you’ve filmed at?

Teruki> Okinawa has so many amazing locations.

Q> Go-to wrap party drink?

Teruki> Since I’m on diet, whisky highballs these days.

Q> Hidden gem location you love to scout?

Teruki> Old neighbourhoods in eastern Tokyo. I love the layers of everyday life there.

Q> Song that instantly puts you in a Tokyo shoot mood?

Teruki> A playlist by the Japanese track maker STUTS.

Q> One thing you always pack for a shoot?

Teruki> Noise-cancelling headphones. I use them during travel between locations.

Q> Funniest 'client on set' moment you’ve experienced?

Teruki> Too many stories I can’t publicly share…

Q> Best piece of advice you’ve ever received from a director?

Teruki> Chaos is a necessary process and producers needs to deal with it.

Q> If Japan were an Asian dish, what would it be and why?

Teruki> Sushi. It represents Japanese craftsmanship.