OK GO: I WON’T LET YOU DOWN

Gold Spike

Case Film

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TitleOK GO: I WON’T LET YOU DOWN
BrandOK GO + HONDA
Product / ServiceHUNGRY GHOST ALBUM / UNI-CUB
CategoryA12. Achievement in Production
EntrantMORI Tokyo, JAPAN
Entrant Company MORI Tokyo, JAPAN
Advertising Agency MORI Tokyo, JAPAN
Advertising Agency 2 DRILL Tokyo, JAPAN
Advertising Agency 3 DENTSU Tokyo, JAPAN
Production Company MORIMORI Tokyo, JAPAN

Credits

Name Company Position
Morihiro Harano Mori Creative Director 
Jun Nishida Drill Art Director
Kazuaki Seki  Triple O Director
Damian Kulash, Jr. OK Go Director
furitsukekagyou air:man furitsukekagyou air:man Choreographer
Makoto Okuguchi tsuji management Cameraman
Akiyoshi Irio Lighting
Takashi Taniguchi O.F-inc. GRIP
Mitsuru Yamamori morimori Producer
Taito Oyama Progressive DIT
Kenji Yasuda Multi-Copter Pilot
Shunsuke Kakuuchi Online Editor
Takashi Tanaka Online Editor
Shigeyuki Toriumi IMAGICA Colorist
Munechika Inudo Mark Mass Games Design + Previsualization
Yoshifumi Sadahara Mark Producer
Daisuke Sasaki Mass Games Design + Previsualization
David Robert Mass Games Design + Previsualization
Hideaki Jinbo Assistant-director
Satoshi Miyata morimori Production Manager

Brief Explanation

UNI-CUB is a new personal mobility device developed by Honda. For its global branding effort, they created a 'collaborative music video' with popular band, OK Go. The entire video was filmed in one continuous shot with a drone from 0 meters to 700 meters above ground. In 10 hours the video reached 1 million views. In 6 days, 10 million and currently 20 million and counting. The microsite provided the making-of, product information and an interactive video which allowed users to design their own mass game. The sequential launches kept the campaign viral for a long period of time.

Creative Execution

The greatest achievement of this project is one continuous shot with a custom-made drone from 0 meters to 700 meters above ground. The drone was on a dolly at the beginning, then it took off, and started to move upwards with music. Capturing precisely the centre of the screen, the movement of drone was controlled automatically and manually — the motion programming based on GPS, and the drone operator to aid the programmed movement. It was hard enough to synchronize those 2 elements, but another element was there, the camera operator. Coordinating all 3 elements at the same time was simply a hard work. The battery installed on the drone was powered up to withstand the entire flight up till 700 meters above ground. The film was shot in half speed of original music and brought back at the editing. Because of this, it took us more than 10 minutes to shoot one take and the band, dancers and drone had to synchronize the movement accordingly. In total, we shot 44 takes, out of this 11 takes managed to reach the end, and only 3 takes were acceptable in terms of creative quality.