CategoryA09. Environmental Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Brief Explanation

The idea was to allow the fans in Japan to join in on the celebration of Perfume’s first ever performance in Europe by connecting them to the event.

The Brief

We came up with a concept to build up enthusiasm for the European debut of Perfume, a widely popular music group in Japan.

How the final design was conceived

We distributed the 3D scanned data of the three Perfume performers and made available a unique programming language with which users could, within a specified design environment and rules, design the performers’ costumes. Thus the fans and artists were both involved in the production of the performance, allowing everyone involved to take part of the world stage.

Indication of how successful the outcome was in the market

In a span of one week: ・more than 30,000 tweets were sent. ・the promotional video at the project site recorded more than 210,000 views. ・more than 5,000 animations were created. ・the performance won first place in the Lions Live popularity vote, and Perfume obtained the rights to stream their performance live on YouTube.                                     The performance on YouTube recorded over 1,000,000 views; and the event received worldwide media attention.


Name Company Position
Toyoichiro Tada Dentsu Music And Entertainment Producer
Hikaru Ikeuchi/Jun Katogi/Yuko Suzuki/Tina Toda Dentsu Inc. Producer
Kaoru Sugano Dentsu Inc. Creative Technologist/Copywriter
Hiroshi Sato White Graphic Stamp Director
Keiichi Yoshikawa Programmer And Language Designer
2bit Buffer Renaiss Server-Side Programmer
Satoshi Horii/Hiroyasu Kimura/Tatsuya Takemasa Rhizomatiks Programmer/Designer/Art Director/Designer/Server-Side Programmer
Uchiyama Masahiko/Nobuko Kimura/Kobayashi Masahiko/Osuga Masako/Shimajiri Yuki/Y Stage Director/Lighting Designer/Pa/Makeup/Hair Stylist/Wardrobe
Motonori Suzuki/P.i.c.s./Tasko/Kyoko Koyama Motion Graphic Designer/Visual Produce/Mechanical Design Support/Midi Programming Support
Shinichi Miter/Toshihiko Sakurai Stylist/Dress Maker
Satoru Higa/Motoi Ishibashi/Tomoaki Yanagisawa/Yoichi Sakamoto Rhizomatiks Programmer/Hardware Engineer/Designer/Wearable Device Design/Development/Installation Support
Takcom Motion Graphic Director
Evala Port/Atak Composer (Intro And Global Site #003 Project)
Daito Manabe Rhizomatiks Artist/Programmer
Yasutaka Nakata Capsule Composer (Spending All My Time Extend Mix)
Mikiko Elevenplay Director/Choreographer
Aa-Chan/Kashiyuka/Nocchi Artists