YOROSO.

Growing up hurts. That’s the emotional truth behind this project.

Yoroso was launched as a visual and sensorial experience, a campaign designed to turn an art object into a mirror of unresolved childhood emotions.

Many adults carry invisible wounds from their childhood, even if they can't recall their origin. The loss of innocence doesn’t happen all at once; it fades through moments that no one marked, but that left a mark.

This campaign transformed a teddy bear (once a symbol of safety) into a broken sculpture, confronting viewers with a suspended question: what did you leave behind when you grew up?

The rollout included a series of mysterious visuals and short films that slowly revealed the story. Tears, rituals, and childhood textures made up the visual language. The journey culminated in a live, immersive event, a collective emotional release through art, music, and design.