Since his debut in 2010, Yoshiyuki Okuyama has continued to energetically release numerous photobooks and exhibitions, earning prestigious accolades such as the Excellence Award at the Canon New Cosmos of Photography and the Kodansha Publishing Culture Award. In recent years, he has directed numerous high-profile music videos and TV commercials, solidifying his role as a leader in today’s creative scene.
This book focuses on Okuyama’s "client work," created alongside his personal projects, and compiles 12 years of his commercial photography into one volume—his first dedicated client work collection.
It features collaborations with celebrated artists like Kenshi Yonezu, Gen Hoshino, Mr. Children, RADWIMPS, Aimyon, Masaharu Fukuyama, and Sakanaction, as well as advertising photos for brands like Pocari Sweat, JR SKISKI, and NTT Docomo. His editorial work has graced the covers of global magazines like Vogue US and renowned Japanese publications such as GINZA, SWITCH, and Hanatsubaki. Additionally, the book showcases portraits of iconic figures of the era, including Suzu Hirose, Masaki Suda, Yurina Hirate, Nana Komatsu, and Tsubasa Honda. The sheer volume and quality of his work are impressive.
Selected personally by Okuyama, this compilation contains over 400 works and spans more than 500 pages, illustrating the significant impact he has made in the creative scene since his debut and underscoring his unique presence.
Okuyama approaches clients and subjects with sincerity, carefully building relationships, and meticulously exploring ideas through repeated trial and error. The resulting photos, refined to perfection, transcend typical "advertising" or "commercial" styles, expressing a unique strength and personality as works of art. Okuyama’s approach lacks a uniformity in color or texture, instead embracing a kind of chaos, power, and unrestrained passion akin to a child’s messy room.
Employing experimental techniques such as multiple exposure, emulsion lift, slow sync, collage, duplication, and exposure, his work spans from meticulously calculated creations to spontaneous documentary shots that capture decisive moments. His constantly evolving style across genres is a testament to his commitment to perfection in every shoot.
Through his multifaceted and impactful work, Okuyama continues to leave a lasting mark. What is the essence of “Okuyama-ness” that runs so strongly through his work? As readers turn each page, they will be drawn into Okuyama’s unique, humorous worldview, experiencing an overwhelming visual journey.
The book’s title, BEST BEFORE, meaning “expiration date,” is intentionally ironic. It was chosen to paradoxically emphasize the timeless brilliance of the works it contains, which will never fade.
This monumental collection, representing a landmark in visual expression since the 2010s, is one to savor and enjoy.
