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NTT docomo & NTT “YOYOGI CANDLE 2020”

ICT company

concept make, identity planning, copy writing, naming, art direction, design, film direction & edit
[a breakthrough projection mapping experience using a smartphone web application]

DIGITAL SIGNAGE AWARD 2018 - GRAND PRIX, TECHNOLOGY, ENTERTAINMENT
2018 New York Festival - FINALIST CERTIFICATE

 
 
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To celebrate an upcoming sports event, we created “YOYOGI CANDLE 2020” - a breakthrough projection mapping experience using a smartphone web application to allow users to decorate the NTT Docomo Yoyogi Building with features such as messages and control of the colored LED lights. The event was divided into three parts, each lasting 10 minutes. 

In the first section, users sent messages about the upcoming event via the smartphone web app. These messages were projected onto the side of the building, and scrolled from the bottom up with different colours, creating a vibrant display to light up the city streets.

Next, a video showcased various sports, and its soundtrack was synced to the application, allowing users to seamlessly listen on their personal device as they watched the video on the side of the building.

In the final part, next generation 5G wireless technology and “Kirari!” video extraction software were used to project a live karate display onto the building. As the action unfurled, app users could send emojis to encourage the athlete and add further excitement and interactivity to the event. We also set up a hands-on demo area, so people could experience these technologies for themselves. 

This project was the first of its kind to be realized on such a large scale in Japan, because of strict outdoor advertising regulations. The iconic NTT Docomo Yoyogi Building was transformed into a bright new landmark in the Tokyo night skyline. The project succeeded in creating a buzz around the upcoming sports event using cutting edge technologies in new ways.

 

未来のスポーツイベントの機運向上の下に開催した新体感プロジェクションマッピングプロジェクト、YOYOGI CANDLE 2020。
WEBアプリを介して個人のスマートフォンが投影面とリアルタイムに同期・参加できるコンテンツと共にビル上部のLEDとも連動した3部構成の演出、全30分となる本施策。

前段10分は未来のスポーツへの想いをWEBアプリから投稿するパート。ビルが大きなメッセージボードとなり、夜の街並を照らした。

中段10分はスポーツ競技を演出したダイナミックな映像パート。WEBアプリとの同期で楽曲のリアルタイム視聴を可能にし、遅延は約1秒以内という結果を収めた。

最後の10分は未来のスポーツ観戦をテーマにしたパート。次世代通信規格「5G」、イマーシブテレプレゼンス技術「Kirari!」を活用しステージで演武する空手選手のみを抽出して投影、WEBアプリからは絵文字を投稿することで空間を超えた交わりを創出。さらに観覧者がステージにて体験できる時間も設けた。

シンボルのように存在する巨大建築物とネットワークを通じてリアルタイムに繋がる体験は今後拡がるであろうシティドレッシングや新たなスポーツ観戦への実験的アプローチも含め、屋外広告への規制が厳しい東京都内における初めての大規模実例となり、都市機能における新たな一面を浮かび上がらせる貴重な機会となった。

 
 

CREDIT
 

Art director: Yusuke Kobayashi

[KAKEZAN INC.]
Executive producer: Hiroki Nagao
Assistant producer: Fumiya Kobayashi

[NON-GRID INC.]
Creative director: Hiroshi Koike
Creative producer: Yutaka Kondo
Assistant director: Takuya Nishi
Record producer: Naoki Yamamoto [P-CAMP Inc.]
Composer: Takahiro Uchiyama [Freelance]
Designer: Ryohei Kaneda
Photographer: Keta Tamamura [Freelance]
CGI: Saki Katsume
Casting: Yuya Tanaka
Offline editor: Yusuke Kobayashi
Narrator: Bianca Allen [MT Globe]

[IMG SRC inc.]
Producer: Arata Kanbayashi
Director: Yuya Kato
Assistant director: Naoki Komura
Assistant director: Takumu Hanatsuka
Designer: Takanori Nishi
Designer: Shingo Fukushima
Technical director / Hardware engineer: Masanori Mori
Technical director / Software engineer: Masanori Yoshii
Software engineer: Yoshiyuki Saito
Software engineer: Seiya Tanaka
Software engineer: Shohei Kawata
Software engineer: Hiroaki Kitamura
Software engineer: Teruo Nakanishi

[TOW Co.,Ltd.]
Responsible for total operation: Isao Miyake
Responsible for stage direction: Takayuki Tanaka
Responsible for field operation: Takashi Nishizaki
Responsible for stage direction: Aoi Tanaka

[S2 Factory, Inc.]
Technical director / Backend engineer: Hiroyuki Hanai
Backend engineer: Shu Takano
[Komaden Corporation]
LED Control: Takayuki Saito
LED Control: Hiroaki Tomita
LED Control: Juon Gon

[NAKED Inc.]
Chief producer: Yukio Ohya
Producer: Atsushi Saida
Production manager: Tatsuya Sato
Director: Sho Nishimura
Sound Director: Kiyoshi Tsutsumi

[ROBOT COMMUNICATIONS INC.]
Producer: Noriyuki Imoto
Cinematographer: Koichi Takagi
Production manager: Shudai Suzuki

[DIGITAL GARDEN Inc.]
Colourist: Masahiro Ishiyama
Online editor: Takuya Kubo
Assistant editor: Tomomi Tachiwada

[NTT DOCOMO, INC.]
Executive producer: Kazuhiro Yamada
Executive producer: Satoshi Oda
Executive producer: Yoshiyuki Okada

Production: NON-GRID Inc.
Production: IMG SRC Inc.
 

CLIENT

NTT DOCOMO, INC.
Nippon Telegraph and Telephone Corporation