Seigensha will release "POCARI SWEAT," a documentary-style photo collection by Yoshiyuki Okuyama featuring 123 Pocari Sweat advertising photographs, on April 6th.


In 2017, Pocari Sweat's spring and summer campaign ads became a hot topic, featuring a commercial featuring approximately 300 high school students dancing in perfect unison and posters posted at train stations capturing the passionate action. Behind the scenes, dance lessons lasted for about a month.

The photographer who spent time with the 300 young people at the time was Yoshiyuki Okuyama, whose work consistently receives high praise. His gaze penetrates every corner of his subjects, capturing everything that was truly there, such as their faint breathing, beating hearts, and overflowing passion, and elevating them with everlasting value. He has challenged the very essence of advertising photography, which is to "leave a strong emotional impression on the recipient with just one shot," and has earned high praise within the advertising industry.

This collection of works has been presented as a photo book by art director Machiguchi Satoru. Selected from over 10,000 shots, these powerful works, brimming with the heat and intensity of the shoot, allow one to feel Okuyama Yoshiyuki's gaze as he dives into an ocean of fresh passion.