How Tetsuro Mise is Redefining Creative Leadership with Vision and Versatility
Tetsuro Mise sees his role as creative director of global design-led VFX company, Subset Studio, as intrinsically linked to the broader creative landscape. Standing on the brink of a technological revolution, he remains open to new ideas and methods, viewing them all through a lens of curiosity.
Arriving in the US in the late ‘90s, he has worked as a multidisciplinary designer for the likes of The Mill, Trollbäck+Company and Hakuhodo. After twenty seven years in the biz, Tetsuro’s extensive experience across APAC, US, and UK markets provides him with a perspective that Subset co-founder and president, Stuart Robinson, acknowledges as invaluable.
Stuart and co-founder Graham Dunglinson chose Tetsuro to fulfil the role of creative director, knowing his multi-regional exposure would help the team differentiate creative solutions effectively, adding depth to the execution of their team of designers, VFX supervisors and artists.
Sitting down with LBB’s April Summers, Tetsuro delves into his journey, the insights that guide him, and aspirations for the future. April learns how his career, marked by a collaborative spirit and a keen ability to transform ideas into reality, offers a fascinating glimpse into the mind of a true creative innovator.
LBB> Hi Tetsuro! Let’s talk about how you came to be creative director at Subset – how did you find out about the company? And why were you drawn to working with Stuart and Graham?
Tetsuro> I have known Stuart for over a decade. When I met him in London, he was running the show as EP at Superfad and I was working with them as a freelancer. Then, years later, when we were both in New York, we reconnected at a party. We discussed his plans to start a studio and the timing - this was right after the pandemic - felt perfect.
LBB> You oversee various aspects of the business in your role – from branding and company reputation, to budgeting and staffing. Given the broad spectrum of responsibilities that this role entails, what would you say is your favourite part of the job? And, why?
Tetsuro> I do a little bit of everything. The great thing about us being a small company is that I can lend my hand to different processes. I enjoy acting as a connector: I curate, discover, and connect various agencies and individuals to collaborate on new ideas, methodologies, and technologies. Introducing new entities is the easiest way to influence both you and the company culture.
LBB> As a small business, how does the team communicate key objectives to ensure creative goals are aligned?
Tetsuro> We’re always mindful of honesty, constructive criticism, respect and constant communication in the interest of transparency. We have a highly iterative manner with ourselves.
LBB> Has there been a campaign or project which stands out as especially significant in the evolution of the company so far? If so, what is it and why was it memorable?
Tetsuro> The Honda Navi project was a lot of fun. We participated in pitching to Honda alongside Hakuhodo USA, helping to develop the anthem film. We established a cool narrative, music, graphics, and tempo specifically tailored for the Honda Navi marketing backdrop. Our efforts paid off, and we won the pitch!
We then reached out to numerous production companies to partner with us in bringing this vision to life. That's how we met BYT and Sandeep and Chadrick, who are incredibly creative. Our collaboration was fun and I enjoyed every step of the process.
LBB> How does what you do support creative ideas?
Tetsuro> We are on the verge of a technological revolution, regardless of whether it takes a positive or negative trajectory. This trend isn't slowing down. As a creative being, I am open to embracing new ways and ideas.
Despite technological advancements, the mechanics of what drives us still rely on our emotional desires, and some fundamentals never change. I will continue to focus on identifying this fundamental core of inspiration and make a constant effort to visualise these core values.
LBB> Can you tell us about some of the new technologies you utilise in your role?
Tetsuro> AI, it becomes our daily tools for everyday tasks more or less. I am carefully looking at how this technology will evolve and give us any utilitarian solutions.
LBB> What would you say you like most about the way the studio operates?
Tetsuro> Subset feels like an extended family. Discussions are often centred around achieving work-life balance. Every member of Subset is a parent, bearing a significant responsibility for our little ones. After covid, I really wanted more family time that would allow me to stay connected with my kids.
We support each other unconditionally without judgement. At the same time, we continuously challenge artistic ideas, creating beautiful things even during late nights and weekends. Our curiosity is what drives us, and we embrace extra effort and constructive criticism in the interest of enhancing our work. This culture is intimate and gentle and I love to cultivate and ensure it is sustainable.
LBB> What has been the biggest lesson you have learnt since joining the company?
Tetsuro> Proactiveness. I think of the company as our baby: we are constantly nurturing, producing and creating, and staying curious!
LBB> You have a great deal of industry experience across the APAC, US and UK markets. How do these experiences help provide perspective in your role as CD?
Tetsuro> Having multi-regional experience as a creative gives me the ability to compare, which is essential for understanding how to differentiate things. To identify where a creative solution lies, you need to know where it doesn't. This ability adds depth to creative execution. When you provide a strong rationale for design or animation, it naturally stands out more.
LBB> And finally, what direction would you like to see Subset Studio expand and evolve in 2024 and beyond?
Whatever we do in 2024 will set the tone for the next few years at Subset. We will focus on the present, cultivating and nurturing future opportunities with curiosity, versatility, and humility. We will develop and articulate our unique point of view that permeates our work while we will continue to build stronger partnerships with various companies and individuals. We are also planning to explore multiple aspects of visual representation, including experiential design, XR, print, and more - which we are very excited about!
