Bronze Spike
Product / ServiceFENCING
CategoryA11. Data Visualisation
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Creative Execution

Along with Yuki Ota, Japan’s first fencing Olympic medalist, we developed a visual manifestation system and a designed language that enable anyone to understand the rules and techniques of fencing intuitively. Using motion capture and AR technology that visually manifests the trajectory of the tip of the blade, the various techniques executed instantly are converted into icons that can be understood intuitively. The records of matches have been recorded as written scores using icons. This has also been applied to matches between children, who received trophies and certificates designed just for them.

Using icons for trajectories and techniques detected in real time, this system has enabled the moves of a match to be understood by all, and has made fencing an enjoyable sport. This project was used in the presentation for the 2020 Tokyo Olympics bid and contributed to the success. And this time, the designed language and system were used in public demonstration matches and have provided excitement to people of all ages. The approach succeeded in making fencing a sport easier to be understood and enjoyed.

Fencing is one of the oldest sports in the world. It is one of the five events in the modern pentathlons and has a very high profile throughout the world. However, very few know the rules around this sport. Most of the audience doesn’t understand what the fencers are actually doing. We would like to make this very well-known but poorly understood sport better understood.


Name Company Position
Kaoru Sugano DENTSU INC. Creative Director
Daito Manabe Rhizomatiks Creative Director / Programming
Yuri Uenishi DENTSU INC. Art Director
Hikaru Ikeuchi DENTSU INC. Agency Producer
Akiyo Ogawa DENTSU INC. Agency Producer / Copywriter
Kohei Ai, Masaya Ishii Dentsu TEC Inc. Event Producer
Motoi Ishibashi Rhizomatiks Technical Director / Hardware
Yuya Hanai Rhizomatiks Programming
Toshinori Ohbuchi, Megumi Gotanda J.C.SPARK Designer
Takahiko Kajima P.I.C.S. Co., Ltd Production Producer
Ryo Ikeda, Kumiko Furukawa amana inc. Production Producer
Shuhei Harada P.I.C.S. Co., Ltd Production Maneger
Ryohei Takanashi amana inc. Photographer
Takuya Tsugane amana inc. CGC
Hiroshi Kizu P.I.C.S. Co., Ltd Director
Momoko Nishimoto,Toshitaka Mochizuki,Masaaki Ito Rhizomatiks Technical support
Takanori Saito,Masayuki Yoshino,Ryo Yamazaki SUI. Trophy Designer
Crescent,inc. Crescent,inc. Technical Support