Our Story

How AKARI began

Marco and Shimpei on a trail

It's no exaggeration to say that Patagonia is the reason AKARI exists.

Marco and Shimpei first met in 2014 at a trail running race in Izu. Shimpei was there as the photographer; Marco was there as the model. They exchanged a few words, agreed it had been a good encounter, and lost touch.

Izu Trail Journey 2015 race poster

In early 2024, Shimpei was hired to shoot a short tutorial video on caring for Patagonia rainwear, and asked Marco for help. On set, we realized something we hadn't noticed the first time: we genuinely loved making things together. We decided to start a company.

That same year, Patagonia Japan commissioned us to make a feature documentary about trail runner Keisuke Minami's attempt to set the Fastest Known Time on the GR10 trail across the French Pyrenees. We spent three weeks in the field and several more months in post — most of it sleep-deprived. With help from friends and collaborators, AKARI released its first feature film, Chasing South.

Then, in January 2026, Patagonia's founder Yvon Chouinard came to Japan. They chose us as the filming partner for his visit.

For three days in Tokyo, we followed Yvon as he met with the Patagonia Japan team. He was exactly the person his books had described: a deep love for the natural world, no inconsistency between the message and the man. At the very end of the assignment, we set our cameras down, returned to being fans for a moment, and asked for a photo.

Yvon Chouinard during his visit to Japan
Marco and Shimpei with Yvon Chouinard

His visit sent us back to his philosophy. The passage that stayed with us was his reason for co-founding 1% for the Planet:

"This is not philanthropy. This is an Earth tax. We are paying the planet rent for the resources we use." — Yvon Chouinard

AKARI's worksite is mostly the mountains. Summer or winter, our days are spent on trails. Nature isn't a metaphor for our office — it is our office. So the commitment Yvon described felt obvious for us, too.

Starting with our fiscal year in March 2026, AKARI officially joined 1% for the Planet. We're a small studio, and our contribution is modest. But for the places where we play, work, and sometimes sleep, paying rent is the least we can do.

We're always looking forward to getting back to the office.

Team

Met in the field. Still working there.

Marco Lui

Marco Lui

Co-founder & Creative Director · Kamiyama, Tokushima

Born in Hong Kong. Started his career as a journalist and now works across design research, filmmaking, and photography. At AKARI, he leads the design consulting practice and directs the studio's film and brand work — from interview moderation to brand strategy to documentary.

Shimpei Koseki

Shimpei Koseki

Co-founder & Director of Photography · Tokyo

Born in Chiba. A photographer and cinematographer working with running, outdoor, and adventure brands across Japan. Brought a decade of client relationships — Patagonia, Vivo Barefoot, Altra — to AKARI. His eye for movement and light shapes the studio's visual identity.

Koshiro Noda

Koshiro Noda

Creative Coordinator · Kamiyama, Tokushima

Born in Kumamoto. Played soccer from the age of three, and the way sport brings people together eventually drew him into sports photography. His first real assignment was a trail running event at the foot of Mt. Fuji, where he met Marco and Shimpei. After an internship, he joined AKARI as its first full-time hire in May 2026. He moves between roles — photographer on shoots, cinematographer on film projects, and the face of the community at AKARI's Kamiyama headquarters, which doubles as a bouldering and fitness studio.

Suzune Furukawa

Suzune Furukawa

Project Manager · Hayama, Kanagawa

Born in Fukuoka. As AKARI's project manager, she stands between the production team and clients, keeping every shoot, edit, and delivery on track. Her attention to detail and ability to move things forward are what make the studio's work possible.

Weekdays she works as an engineer at an international IT firm; weekends, she hunts in the mountains. Sansai in spring, hiking in summer, matsutake in autumn, hunting in winter. The same long-form focus she brings to demanding terrain is what she brings to the work.

Kensuke Koshijima

Kensuke Koshijima

Sound Engineer & Creative Technologist · Tokyo

Born in Los Angeles. Kensuke brings a rare pairing to AKARI: the logical thinking of a data scientist and the freeform creativity of a musician. Depending on what a project needs, he's either the brain or the ears — guiding brands as they build their voice and bring it to market, or making sure AKARI's video work never compromises on sound through his mastering and composing.

Outside AKARI, he builds Henshu.io, a tool that lets podcasters make studio-level recordings with ease. He's also the keyboardist and composer for Afro Parker, a seven-piece hip-hop/jazz band.

AKARI is a 1% for the Planet member