Nobuyoshi Araki "SACCHIN"

How do we capture the feeling of joy and childlike wonder? How do we do this especially in places and times where society suggests it should be harder than normal?
Through Nobuyoshi Araki's debut work SACCHIN (1967), we find children exuding a sense of play and freedom within the backdrop of old, tough, concrete apartment blocks in Chiba, Japan. Araki's work, later taking on much more mature subjects, started here, capturing playful innocence. Set in Japan from a bygone era, this series inspires our debut campaign to channel simple shared joy in our everyday lives.