Eto was born in Kanagawa Prefecture. He studied filmmaking at New York University, which later greatly influenced his creative style. After returning to Japan, he started working as a TVC director. His works include AIG Japan “How NOT to Drive in Japan”, “#DiversityIsStrength”, “#TackleTheRisk”, Uber Eats "T-shirt", "Posing", "Training", "Bonsai", which were all much talked about. He has won numerous local and international awards, including Gold in the Film Craft Lotus category at Adfest 2018 for Suntory “Kyoto Fukujuen’s 227th Year of Innovation”, Silver in the Film Craft category at Spikes Asia 2017 for AIG Japan “#TackleTheRisk”, TED Ads Worth Spreading 2011 for Mazda “Defy Convention” and Grand Prix at ACC CM FESTIVAL 2013 for NIKE BASEBALL “Declaration.”

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