PERFUME AT SXSW

Bronze Spike
TitlePERFUME AT SXSW
ClientAMUSE / UNIVERSAL MUSIC
Product/ServicePERFUME
CategoryB07. Broadcast Design and Graphics
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company P.I.C.S Tokyo, JAPAN

Brief Explanation

Our mission was to invent an unprecedented performance utilizing the specs of the tiny live house for Perfume, who performs in only large-scale venues. And, to create stunning live stream experience for the numerous fans around the world who could not be there.

The Brief

Perfume is the most famous techno-pop group in Japan. They appeared as a headliner on the opening day of SXSW Music, which was the final day of Interactive. People from the global music industry technologists, investors, and media artists leading the tech industry are gathered. We needed to attract both audience, and create new fans all over the world.

How the final design was conceived

While Perfume has taken on many challenges, they broadcast live a new and unique performance for their fans around the world. Creating an experience unlike that of attending the live performance in person involved the use of cutting-edge AR and video composite technology. The live broadcast images were something completely new, traveling seamlessly between real and virtual worlds.

Indication of how successful the outcome was in the market

Many people around the world saw the broadcast of this performance. The number of views for the archived version also grew significantly during the one month it was made available. It was covered by Wired, the Huffington Post and many other media outlets, and garnered many comments on social media as well. Perfume came in third on Twitter among the artists most mentioned during SXSW.

Credits

Name Company Position
MIKIKO elevenplay Stage Direction, Movie Direction and teaching
Daito Manabe Rhizomatiks Research Programmer,Technical Director,Creative Director
Kaoru Sugano DENTSU INC. Producer , Creative Director
Yuya Hanai Rhizomatiks Research Camera system Developer, Programmer
Motoi Ishibashi Rhizomatiks Research Technical director
Takahiko Kajima P.I.C.S. Movie Producer
Satoshi Horii, TAKCOM Rhizomatiks Research, P.I.C.S. management Motion Graphics Direction
Kazumasa Kimura, Akira Miwa TAKCOMSTUDIO, Ray CG Design
Akira Iio Ray CG Produce
Hirock Kimura Rhizomatiks Design Type Design
Hikaru Ikeuchi, Kohei Ai, Nao Wakamatsu DENTSU INC., DENTSU TEC INC., DENTSU TEC INC. Producer
Kana Yamada DENTSU TEC INC. Project Manager
Masahiko Uchiyama / Masahiko Kobayashi Stage Direction / PA
Sachiko Matsui / Kazuhide Tsunemi Lighting / Manipulation
Shinichi Miter / Masako Osuga Stylist / Makeup
Yuki Shimajiri / Yae-pon Hair stylist / Wardrobe
Masanori Shibamoto, Ryo Nagasawa DENTSU TEC INC. Live streaming
Hirotaka Nanjo, Kenji Koyasu, Naotake Sato, Tetsuya Morioka, Hiroshi Watanabe, K Recording
Muryo Homma, Shintaro Kamijyo, Youichi Sakamoto, Momoko Nishimoto, Katsuhiko Har Rhizomatiks, Crescent,inc. Technical support