RABBITWARREN: A New Landmark in CG Animation
The transcending world of CG animation is immensely fascinating and spans decades of technological innovation and artistic development. From traditional hand-drawn designs to early computer graphics experiments and finally fully realized animated worlds, animation has come a long way. Looking at modern animated characters and the world around them, it has become a way to liberate people from circumstantial gravity and offer limitless creative avenues to push boundaries in storytelling and visual design. As ameliorating modern CG animation is, it is essential to recognize the people constantly pushing artistic, emotional, and technological boundaries to create hyper-realistic immersive environments that can bring imaginative worlds to life.
Jake Ohama, Founder & CEO of RABBITWARREN is a rising highflyer in this pantheon. An ingenious entrepreneur and storyteller, Jake is committed to setting a precedent in the world of picture-book animation with creative storytelling and wholesome characters that can resonate with people from all walks of life. In the ever-evolving and highly competitive world of CG animation, where everyone is striving to stand out, Jake’s company embraces the philosophy of collaboration and mutual growth. Rather than focusing solely on individual success, they champion the belief that “We can grow and thrive together,” fostering an environment where creativity and innovation flourish as a collective effort.
Establishing Footing in the Entrepreneurial World
RABBITWARREN wasn’t born from an immediate need or change. A string of transforming events around Jake Ohama led to its formation. In 1995, when Jake was a student at the University of Southern California (USC), he witnessed the destruction caused by the Great Hanshin-Awaji Earthquake on TV. It took the lives of over 6,000 people, which moved him to act. He organized a fundraiser that brought together 1,500 people and raised $10,000 for Kobe. This was just the beginning.
In 1999, Jake dove into the world of m-commerce, and by 2002, he co-hosted a fashion show that became the catalyst for revitalizing Kobe’s textile and fashion industry. The event caught the eye of the Tokyo government, leading to the creation of the Tokyo Girls Collection (TGC), which grew into one of Japan’s most iconic fashion festivals. The event attracts between 80,000 to 100,000 attendees each year and has drawn a total of over 2 million visitors over the past 20 years. Additionally, it has gained even greater recognition as Japan’s Ministry of Economy, Trade and Industry, the Ministry of Foreign Affairs, and JETRO have officially supported the event.
As a visionary, Jake saw the potential of m-commerce before it became mainstream, introducing real-time shopping during fashion shows. To thrive on the opportunities, he launched girlswalker.com and fashionwalker.com. The event attracted over 20 million users, breaking barriers in digital fashion. His company also managed m-commerce for global brands like Louis Vuitton, Colette, Cartier, and Kitson, marking Jake as a true pioneer in blending fashion, technology, and m-commerce.
Launching the Visionary Animation Studio
Jake‘s journey at the crossroads of media, fashion, and m-commerce didn’t just bring him success—it brought invaluable lessons that shaped his future. Following his streak of achievements in Japan, he was approached by the Singapore Government – a combined effort by EDB and STB to establish new business sectors in the country. Singapore has a promising business environment for emerging fields like animation that empowers rising talents. Determined to explore this opportunity, he launched RABBITWARREN. Instead of competing for dominance, Jake envisioned something deeper: using animation to ask questions and offer new perspectives on the world. This led to the birth of the UNCONDITIONABLE PROJECT, a groundbreaking initiative blending art, sustainability, and global connection. The project is built around utilizing the transformative power of animation to foster peace, sustainability, and unity. It also contributes to initiatives like tree planting and environmental efforts across Asia.
While the project has many elements, it’s mainly about rekindling the spirit of unconditional love and kindness. “On this small planet, we don’t need to compete—we can grow and thrive together.” Jake shares. The animation project serves as a beacon for both children and adults, offering hope when they need it the most. A year later, he launched his long-planned animation project, “RABBITWARREN – Baby Nin Nin vs ONIBALL.”
While commercial success is crucial, these projects intend to help people create deeper connections. Jake’s envision these projects to resonate long after the credits roll, leaving a lasting impact. He hopes that, in times of struggle, people will remember these stories—drawing strength, courage, and inspiration from them.
Carving a Niche in a Dynamic Industry
The modern animation market is vibrant and rapidly evolving. High production costs, particularly with advanced cutting technologies make it hyper-competitive. The scenario pushes animation studios to find ways to stay relevant, ensure sustainability, and meet the industry’s ever-changing demands. RABBITWARREN, however, takes a wholesome approach to scale up its growth. Backed by a wealth of experience, the company emphasizes nurturing its ability to create unique stories – something that can be described as an original concept. A good example – is the RABBITWARREN – Baby Nin Nin VS ONIBALL YouTube channel. The channel exemplifies the dynamic nature of digital content, demonstrating how engaging animations can capture the attention of a global audience.
Built on 2DCG and 3DCG animation technology, these animations beautifully capture the enchanting, whimsical charm of illustrated picture books. This technology also serves as a smart, low-risk approach for the company, as it allows for easy content modifications and quick adjustments based on audience reactions, ensuring that the storytelling is always engaging and relevant. It is a visually captivating experience that feels both familiar and fresh. The channel’s captivating storytelling style has rapidly gained popularity since its inception, earning over 26.5 million subscribers and has accumulated more than 458 million views across approximately 80 videos. Such rapid growth in a short span highlights the channel’s unique appeal and the effectiveness of its content strategy.
Crafting Original Characters: The Creative Journey
The artistry behind RABBITWARREN’s animations is as unique as the characters themselves. Each character and content reflects a blend of creativity, storytelling, and design. Behind the scenes, each idea passes through different stages of evolution, where they are refined and brought to life. They don’t consciously emphasize uniqueness. This is because their picture books are designed from scratch with original ideas and storylines. “There are many intelligent viewers and readers around the world. If they feel that a piece of content or a story is merely a copy of something else, it would never become a big hit,” adds Jake.
The magical animal characters in their stories are born from extensive research, drawing inspiration from mythical creatures and legends from around the world. The design team takes great care to craft every detail, ensuring that these enchanting creatures stand apart from any popular or recognizable characters, infusing them with fresh, imaginative qualities that make them feel both otherworldly and authentic. The mindfulness in the designs has helped them introduce millions of characters over the years and contributed to the channel’s evolution. What began as a picture book project in 2010 has now over 140 stories, with nearly 20 stories fully illustrated as watercolor picture books. The YouTube channel is an integral part of this project. Once it reaches around 80 to 100 million subscribers, the company plans to officially launch the picture book series.
Many Feathers in the Cap
Jake Ohama’s inspiring journey at the intersection of media, fashion, and e-commerce makes him more than just an entrepreneur. He is a multi-talented artist with mastery across different aspects of creativity. It has given him numerous milestones that testify to his dedication and hard work. While working in the Japanese fashion industry, Jake worked with SoftBank Group to start lucrative businesses like Y! fashion and fashionWalker.com, which greatly aided in the growth of online fashion sales in Japan. Within just 5 of his business, he successfully sold his group of companies before moving to Singapore. In the same year, he organized the world’s first fashion tournament, “WORLD RUNWAY.”
He has also done recognizable work in live event management. Jake has been a project manager in major golf tournaments, including the U.S. Open and Los Angeles Open at the prestigious Riviera Country Club in Los Angeles. His events drew over 200,000 spectators in just four days, demonstrating his expertise in both online and offline audience engagement. His dedication and hardwork has earned him many prestigious accolades, such as:
- 2002 – Received the Nikkei Internet Award – Nihon Keizai Shimbun Prize
- 6th Japan Online Shopping Grand Prize
- 2005 – Awarded the Senken Newspaper Prize
- 41st Good Company Grand Prize – New Technology Business Promotion Award
- 2nd Japan Service Awards
- 2011 – Won the SKIP City Award at the SKIP City International D-Cinema Festival
- 2024 – Recognized as one of the “Top 10 Most Promising Animation Companies in Asia” by Asia Business Outlook
He has also been a driving force behind the success of the movie Don’t Stop!, but it’s his unwavering passion and dedication to RABBITWARREN that truly fuels his ambitions. While his accomplishments are numerous, his heart beats for the moment when RABBITWARREN reaches the remarkable milestone of 100 million subscribers in the next 3 to 4 years. He has poured his heart and soul into every project, and this next step in his journey represents the culmination of years of hard work and dream-building.
Progressing towards an eventful future
RABBITWARREN has many ambitious plans for the coming years. While the company has garnered a sizeable online presence, Jake still sees this as an experimental stage. He believes in the immense potential of his channel and is dedicated to building strong global recognition and build a large, diverse fan base. “When our subscriber count surpasses 70 million to 100 million, we will begin the full-scale launch of the RABBITWARREN picture book series, along with the much-requested merchandise,” adds the CEO. They are planning to experimentally launch an online fashion store in the latter half of this year.
As the team works on these plans while expanding the business gradually, steadily and sustainably, Jake is also eager to witness and explore how AI and other futuristic technologies will evolve content and drive significant transformation. While predicting how these technologies can be applied remains to be seen, Jake certainly hopes it can help them create next-generation narratives that will stand the test of time.
