Product / ServiceCEBIT 2017
CategoryA01. Creation of a new Brand Identity
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DENTSU TEC Tokyo, JAPAN
Production 2 RHIZOMATIKS Tokyo, JAPAN


Name Company Position
Mirai Moriyama Freelance Perfomer
NON, Saya Shinohara, Erisa Wakisaka, Kaori Yasukawa ELEVENPLAY Perfomer
MIKIKO ELEVENPLAY Live Action Director, Choreographer
Kaoru Sugano DENTSU INC. (Dentsu Lab Tokyo) Creative Director
Sotaro Yasumochi DENTSU INC. (Dentsu Lab Tokyo) Copy Writer, Planner
Nadya Kirillova DENTSU INC. (Dentsu Lab Tokyo) Concept Supervisor
Hikaru Ikeuchi, Kohei Ai DENTSU INC.DENTSU INC. (Dentsu Lab Tokyo), DENTSU TEC INC.DENTSU INC. (Dentsu Lab Tokyo) Chief Creative Producer
Sakiko Yasue, Tomoka Sugai, Jun Kato ELEVENPLAY, DENTSU INC., DENTSU INC. (Dentsu Lab Tokyo) Creative Producer
Masafumi Fujioka Dentsu Creative X Producer
Ryotaro Omori, Wataru Kitamoto, Maho Takada Dentsu Creative X, DENTSU TEC INC. Production Manager
Daito Manabe Rhizomatiks Research Chief Technical Director, Programmer, Sound Designer, Record Producer (Performance Parts)
Motoi Ishibashi Rhizomatiks Research Chief Technical Director, Hardware Engineer
Yuya Hanai, Satoshi Horii, You Tanaka Rhizomatiks Research Director, Visual Programmer
Tomoaki Yanagisawa Rhizomatiks Research Interaction Designer, Hardware Engineer
Yuta Asai Rhizomatiks Research Circuit Designer, Device Developer
Toshitaka Mochizuki, Saki Ishikawa Rhizomatiks Research Hardware Designer, Hardware Engineer
Muryo Homma Rhizomatiks Research Videographer, Technical Support
Shintaro Kamijyo Rhizomatiks Research Stage Manager, Technical Support
Momoko Nishimoto Rhizomatiks Research Technical Support
Hidenori Chiba Rhizomatiks Research Technical Producer
ALVA NOTO “Carsten Nicolai aka Alva Noto”, Keigo Oyamada (Cornelius), evala, SEI Freelance Music
Hiromichi Ochiai, Toshihiko Sakurai FACETASM, Freelance Costume Design (Mirai Moriyama)
Yaepon Freelance Costume Design (ELEVENPLAY)
Yo Takano Freelance Stage Director
Yasuhiro Yamaguchi Tech Nuts System Director
Koichiro Tsujikawa GLASSLOFT inc. Movie Director
Yuri Uenishi DENTSU inc. Art Director
Yuri Yoshida DENTSU inc. Designer
Yoshifumi Sadahara MARK inc. CG Producer (Opening Movie)
Munechika Inudo MARK inc. CG Director (Opening Movie)

The Campaign

The 90-second opening movie symbolically portrayed a vision of a future where humanity and technology co-exist in the form of an encounter between a lone man and an imaginary interface. In the live performance, running approximately eight-and-a-half minutes, the physical expression of the performers was combined with productions created with assorted techniques and devices. The show visualized an intimate symbiosis between technology and humans.

Creative Execution

1. Direct Conversion of Human Will into Light & Sound; Performers wore independently developed myoelectric sensors on each arm to convert their minute muscle movements into light and sound that was choreographed in real time. 2. Costume Complete Control over Light; Costumes came with flexible organic EL panels. The panels emitted light according to values produced by the myoelectric sensors & the motion capture system. 3 Visualized Human Breathing; Costumes made with wearable body sensors coated with resin via a special processing technique measured biological information in real time during the performance. Portraying the collected data as computer-generated graphics in the video by means of wireless transmission expressed the link between human breathing and technology. 4. Intermingling the Real with the Virtual; Infrared markers attached to objects, performers & small props allowed the motion capture system installed above to measure position & posture to create real-time AR and MR.

Indication of how successful the outcome was in the market

Around 2,000 political and business leaders gathered in the venue, including German Chancellor Angela Merkel and Japanese Prime Minister Shinzo Abe, applauded the unique, fantastical performance. All on its own, regardless of what happened at the BtoB tech expo, the performance presented Japan's vision to a wide range of people: the YouTube video of the performance garnered views from over 78,000 people, and it was even picked up by the media and featured on a TV program.

Interestingly, during this opportunity to gain notice as a partner country in one of the world's largest technology expos, performing arts was the means for communicating a vision of the future of technology as imagined by Japan. The performance touted Japan's unique vision of harmony and co-existence between humanity and technology to the global political and business leaders gathered that day at the venue, as well as to those who watched the performance via a live feed.


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