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May 11, 2015
iPad for Creatives: Creative Director Yu Yamada's Take – The True Essence of iPad Lies in Gaming!
iPad for Creatives
Creative Director Yu Yamada
The Essence of iPad Lies in Gaming (1)
Since starting his career in 2001 as a buyer for the interior shop "IDEE," Mr. Yamada has explored new creativity across products, art, and event production. What possibilities does he see in the iPad?
Text by OPENERSPhotos by Shuhei Nishida
You're Not Touching the True Essence of iPad for Personal Use
Actually, I only bought one very recently. I use a MacBook Air for work, and my phone is an iPhone, so there was no point in owning an iPad (laughs). I still write my schedule in a notebook, and while I do give presentations, it's mostly for meetings or personal use.
I don't think I'll be using the iPad for work going forward. It's not that I won't, but I don't think the iPad itself was designed with that purpose in mind.
— So, the iPad isn't for business use?
The way you interact with an iPad is different from how you interact with a computer. In the traditional style of opening a laptop and sitting in front of it, the screen, keyboard, and mouse are all directed solely at the user. It's fundamentally impossible for someone else to operate it. Even with an iPhone, its size means you're basically facing it in one direction.
On the other hand, by being flat, the iPad is open to everyone. No matter how you turn it, the screen automatically faces the viewer, allowing people to gather around it like a hot pot. I believe the iPad is intended for shared enjoyment, like gathering around a hot pot or a hearth.
Isn't it moving from the mainstream of "personal" to "sharing"? The size isn't just for easy viewing by one person; perhaps it's for two people sitting side-by-side on a train to watch together.
I think the iPad becomes more interesting when it's focused on entertainment. Videos are far smoother than on a PC, you can watch them full-screen, and the sound quality is excellent. This isn't suited for business use. Even for business, it's probably only for scheduling and presentations, right?
iPad for Creatives
Creative Director Yu Yamada
The Essence of iPad Lies in Gaming (2)
This "Air Hockey Gold" is the Truth of the iPad
— What apps do you recommend?
"Taiko no Tatsujin Plus," "Air Hockey Gold," "Dog Piano Jr.," "Where's Wally? The Fantastic Journey"... they're all games (laughs). The responsiveness is great, making it comfortable to watch videos or play games. "Dog Piano Jr." has dog barks for every mood, and I always play with my dog using it. It really surprises him (laughs). You can play "Where's Wally? The Fantastic Journey" alone, but it's surprisingly fun with others. The thrill of finding it before anyone else is incredible (laughs)!
Taiko no Tatsujin Plus
The popular Japanese rhythm game "Taiko no Tatsujin" (Bandai) is now an iPad app. A special collaboration with the hip-hop group RIP SLYME includes free additional songs.
Category | Game
Price | Free
23.1 MB
Language | Japanese
©2010NBGI
Dog Piano Jr
As the name suggests, this piano plays dog barks when you press the keys. Many are hooked by its sheer absurdity. Forming a dog and cat band with the cat version, "Cat Piano Jr.," is no longer a distant dream.
Category | Music
Price | Free
3.9 MB
Language | English
* Japanese not supported
© 2009 George Talusan and Hilary Street
Where's Wally? The Fantastic Journey
The beloved "Where's Wally?" series, which has captivated everyone at some point, is now an iPad app. With a variety of features, Wally's grand adventure is revived in a more colorful and dynamic way.
Category | Game
Price | ¥350
138 MB
Language | English, French, German, Italian, Spanish * Japanese not supported
© Ludia
Taiko no Tatsujin Plus
Dog Piano Jr
Where's Wally? The Fantastic Journey
And I believe this "Air Hockey Gold" is the true essence of the iPad. You can play with the person sitting across from you, each placing a finger on the same screen. The object of attention and the tool being used are completely shared between the two of you, aren't they?
Isn't the true value of the iPad in this act of "sharing" a single screen? In video games, you do share a screen, but each person has their own controller.
Similarly, when watching a movie, you watch together on one screen, but it's a world of the movie versus yourself; the presence of another person isn't involved. In both cases, something remains personal, and the idea of true sharing is quite rare.
Air Hockey Gold
Air Hockey Gold
Air Hockey Gold
An air hockey game where you can play against various levels of computer opponents or in versus mode. The unique feature is the ability to play with two pucks simultaneously.
Category | Game
Price | Free
9.7 MB
Language | English * Japanese not supported
c 2010 Acceleroto
— So, is the iPad a communication tool?
I don't think the iPad is inherently designed for individual use. While I do find some aspects inconvenient in practice, I believe it's an excellent product for its concept of adding "sharing" to what were previously "personal" activities. However, the question remains: what do we do with this sharing of activities that were once solitary? I think that's something that hasn't quite emerged yet. Users aren't accustomed to sharing things they previously enjoyed alone on a PC, and apps haven't quite caught up either.
— How do you see the iPad developing in the future?
If successful, I believe the iPad can become a completely new medium, a "bridge between analog and digital" and a "bridge between the individual and others." However, we are still in a phase of exploring its uses, and until then, it may feel somewhat underutilized. Its true value will be realized when apps that expand the possibilities of sharing emerge. At the same time, we users must also evolve. When that true value is unleashed, the iPad will be able to change our daily lives in ways that PCs could not.
— Thank you for your time.
Yu Yamada | YAMADA Yu
In 2001, he became a buyer for the interior shop "IDEE," and in 2002, he took on the role of overall store buyer. In 2003, he participated in the launch of "gallery deux poissons," a contemporary jewelry gallery in Ebisu, serving as its management director. In 2007, he became the representative director of NOOKA JAPAN. Simultaneously, he established the creative direction firm "method."