OBSESSION FOR SMOOTHNESS

  • SUB CATEGORY : BEST USE OF NON-FICTION FILM
  • COMPANY ENTERING : SIX INC, TOKYO
  • TITLE : OBSESSION FOR SMOOTHNESS
  • BRAND : DOUBLE A
  • ADVERTISER : DOUBLE A
  • AGENCY : SIX INC., TOKYO/ SPA-HAKUHODO CO., LTD., BANGKOK
  • EXECUTIVE CREATIVE DIRECTOR : TAKESHI NOZOE
  • CREATIVE DIRECTOR : JIN SAITO
  • ART DIRECTOR : KENTARO HARANO
  • ACCOUNT EXECUTIVE : YUKI SUDO
  • PLANNER : TSUBASA OYAGI
  • MOVIE PLANNER : JUN HATANO
  • FILM PRODUCTION COMPANY : AOI PRO. INC., TOKYO
  • DIRECTOR : YUSUKE TANAKA/DAMIAN KULASH, JR.
  • CINEMATOGRAPHER : MAKOTO OKUGUCHI
  • GAFFER : TAKESHI TOMASU
  • INTERNATIONAL PRODUCER : SHOKO AKUTAGAWA
  • FILM PRODUCER : KEISUKE MIZUSAKO/MASAHIRO KAWAGUCHI
  • PRODUCTION MANAGER : TOMOHIRO UMEYAMA
  • SPECIAL EFFECTS COMPANY : RHIZOMATIKS RESEARCH, TOKYO
  • PLANNING TECHNICAL DIRECTOR : DAITO MANABE
  • SYSTEM DESIGN : MOTOI ISHIBASHI/SATOSHI HORII/YUSUKE TOMOTO/
    RHIZOMATIKS RESEARCH
  • VISUAL EFFECTS SUPERVISOR : SHUNSUKE KAKUUCHI/HIROMITSU SUNAGA/YOSHINORI NUMAZAWA/
    MASAKI ISHII
  • BAND : OK GO
  • OTHER : DAMIAN KULASH JR./TIMOTHY NORDWIND/ANDY ROSS DAN KONOPKA
  • CAMPAIGN SUMMARY :
    DOUBLE A IS A WORLD-CLASS PAPER MANUFACTURER. OUR CHALLENGE WAS TO DEMONSTRATE THE SMOOTHNESS OF PRINTING THROUGH AN ART PROJECT. TO MAKE A MUSIC VIDEO WITH PRINTING. WE DEVELOPED A HIGHLY ADVANCED SYSTEM TO PRINT OUT 567 PRINTERS AT THE SAME TIME TO MAKE A BACKGROUND FOR THE BAND TO PERFORM AND INTERACT WITH, THE WORLD’S FIRST “PAPER MAPPING.”
  • THE BRIEF :
    DOUBLEA WANTED TO DEMONSTRATE THE SMOOTHNESS OF DOUBLE A’S PAPER, AND HERE IS HOW WE DID IT.
  • THE STRATEGY :
    TOGETHER WITH DOUBLE A, A WORLDWIDE PAPER COMPANY DISTRIBUTING TO 130 COUNTRIES, WE WANTED TO SHOW HOW SMOOTH THEIR PAPER IS. TO DO SO, WE DECIDED TO MAKE AN ICONIC ART PIECE THAT DEMONSTRATES THE SMOOTHNESS OF THEIR PAPER.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    TO MAKE A MUSIC VIDEO WITH PRINTING. WE DEVELOPED A HIGHLY ADVANCED SYSTEM TO PRINT OUT 567 PRINTERS AT THE SAME TIME TO MAKE A BACKGROUND FOR THE BAND TO PERFORM AND INTERACT WITH, THE WORLD’S FIRST “PAPER MAPPING.” THE BAND’S MOVEMENT AND THE PRINTOUTS NEEDED TO BE IN SYNC TO HAVE A STORY IN CAMERA. BTS VIDEOS REVEALED THE “PAPER MAPPING” WAS DONE FOR REAL WHICH WAS THE MOST IMPORTANT ELEMENT FOR OUR VIDEO. ALL OF THE PAPERS TO BE RECYCLED AND PROCEEDS TO GO TO GREENPEACE.
  • THE RESULT :
    AND… 10 MILLION VIEWS IN JUST 2 WEEKS. THE EXCITEMENT OF THE ART PROJECT WAS SHARED WORLDWIDE. THE VIDEO HAS BEEN USED AS AN EDUCATIONAL TOOL FOR CHILDREN TO REALIZE WHAT THEY CAN DO WITH WHAT THEY ARE LEARNING.
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