JAPAN'S HYBRID

TitleJAPAN'S HYBRID
BrandTOYOTA MARKETING JAPAN CORPORATION
Product / ServiceAQUA
CategoryA10. Animation
EntrantPICT Tokyo, JAPAN
Entrant Company PICT Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company PICT Tokyo, JAPAN

Credits

Name Company Position
Yuki Kishi DENTSU INC. Craetive Director
Masahiko Okabe DENTSU INC. Planner/Copy Writer
Kenta Nakagawa DENTSU INC. Planner/Copy Writer
Akihiro Negishi DENTSU INC. Art Director
Yosuke Mamiya DENTSU INC. Strategic Planner
Kana Misawa DENTSU INC. Strategic Planner
Shinji Takada DENTSU INC. Account Planner
Takayuki Tobikawa DENTSU INC. Account Planner
Yuriko Furui DENTSU INC. Account Planner
Michihiko Shiraishi PICT INC. Producer
Yusuke Tanaka CAVIAR Co./Ltd Director
Takeshi Hanzawa GLASSLOFT Inc. Cinematographer
Masao Kato NEWS INC. Lighting Director
Sakura Seya/Seiji Ishikawa Meganefilm Inc./Degital Egg Inc. Editor
Mamoru Mochizuki/Naoya Osada Turtle Music Co./Ltd Sound Designer
Marasy/Senbonzakura Turtle Music Co./Ltd Music: Artist/Title
Foton.inc Foton.inc Animation/Special Effects/Computer Graphics
Masaru Shinagawa Degital Egg Inc. Mixer
Akifumi Obara/Yusuke Morita PICT INC. Production Manager
Takaomi Maeda DENTSU CREATIVE FORCE Agency Producer

Brief Explanation

We attempted to make a commercial, where the automobile (the product), stayed completely immobile. Instead of the car, what moves in the clip is the nature and scenery that surrounds the car. We tried to make it seem like nature was rejoicing at how low-emission the car is. With Japan’s symbolic mountain of Mt. Fuji in the background, we used only still camera photos to make this clip. We used time-lapse and motion control photography methods together, which was something unprecedented. Because of this, we were able to add movement by using a dolly, and add depth by adjusting the focus. We used only an 80 mega pixel still camera, retouched all 1800 photos (60 seconds*30f), and connected them into one piece. As a result, we managed to create an unprecedented “moving picture” through still camera photos.

Creative Execution

What makes this commercial an animation? The fact that it is made of 1800 still photos. We took time lapse methods to another level and retouched one by one by hand all of the 1800 photos we took with a still camera. By using this complicated process, we were able to produce beautiful footage that a 4K movie camera could never accomplish.