FACE TO FACE

Short List
TitleFACE TO FACE
ClientOTSUKA PHARMACEUTICAL CO.
Product/ServiceEDUCATION OF MENTAL DISORDERS
CategoryB01. User Experience Design (UX)
EntrantTOPPAN PRINTING Tokyo, JAPAN
Idea Creation TOPPAN PRINTING Tokyo, JAPAN

The Campaign

We held a portrait exhibition through which visitors could simulate the experience of coming face-to-face with people with mental health problems and helping in their recovery. Based on the photos taken, we created a life-size portrait panel of each person with an eye-tracking sensor installed inside. When a visitor came face-to-face with a portrait, stories of how the subject suffered as a result of lack of understanding of people around him/her would appear. As the visitor read the stories, the face of the person shown in the portrait changed, eventually smiling when the visitor reached the end. Then a story appeared explaining how being looked in the face and receiving the understanding of family and friends helped in the person’s recovery.

Creative Execution

To create an atmosphere appropriate for a photo exhibition, we constructed a white-cube museum-like space. We designed five panels measuring 2m long by 1.5m wide in which to place life-size portraits of sufferers and installed a 4K display in the facial area of each portrait. When a visitor sits in front of each portrait, the eye-tracking sensor automatically locks on to the visitor’s line of sight. Then, four sets of random letters appear on the display. As the visitor faces the display, the letters gradually form readable sentences relating how the person suffered from the poor understanding of people around him/her. As the visitor reads the stories sentence by sentence, the face in the portrait becomes brighter and brighter, and finally smiles. At the end, the person tells how his/her recovery was helped by the understanding of his/her family and friends. We spent about nine months developing this program.

Credits

Name Company Position
Takuya Hoda Toppan Printing Co., Ltd. Art Director
Rina Wakabayashi Toppan Printing Co., Ltd. Planner
Shintaro Ono Toppan Printing Co., Ltd. Technologist
Keisuke Noda Toppan Printing Co., Ltd. Account Executive
Yosuke Suzuki ERZ Photographer
Haruhiko Jimbo beatnik Inc. Space Designer
Eiji Tanaka Zephyr co,ltd Space Production
Yuji Kanematsu TOW CO.,LTD Event Producer
Takuya Akutsu TOW CO.,LTD Event Producer
Shigeki Seki NPO Silver Ribbon Japan Adviser
Jin Hasegawa SPADE INC. Film Director
Ryohei Nagahara DPARK INC. FIlm Producer
Shinji Okubo NEXT-SYSTEM Co.,Ltd. Programmer
Yukihiro Kimura NEXT-SYSTEM Co.,Ltd. System Producer
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