CGI NEWSCASTER

TitleCGI NEWSCASTER
BrandNTT DOCOMO
Product / ServiceD MAGAZINE
CategoryC04. Real-time Response
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO PRODUCT'S Tokyo, JAPAN
Additional Company NTT DOCOMO Tokyo, JAPAN

Credits

Name Company Position
Tatsuro Miura HAKUHODO Creative Director
Keitaro Kamijo HAKUHODO Planner
Shuichiro Koyama HAKUHODO Art Director
Shun Akeda HAKUHODO Copywriter
Katsuya Aonuma HAKUHODO Planner
Tomoya Ishibashi HAKUHODO Planner
Yuki Muramatsu HAKUHODO Account Director

The Campaign

Real-time Video News Generation by Realistic Lip Sync Tech. In order to spread real news in real time, we created a computer generated imagery newscaster.

Creative Execution

We extracted the talent’s 3D scanning data, texture, facial expression patterns, and voice data, and integrated these with the latest lip sync technology to enable production of headline news videos anytime, in real time, even without shooting. Every day we got headlines before anyone else and produced the videos within 48 hours. These were shared on social media and promoted as banners.

Results

Within 7 weeks we shared 182 types of creatives and generated 240 million impressions. Full video views increased to 342% over the average. With this real time video generation system, we opened up a new door of real time online ad.

By using social media, we aimed to deliver news with reliable sources to our audience, not fake news. We used Japan’s No.1 influencer as our newscaster so that fans will be willing to access the trust worthy information. To enable the prompt creation of videos that respond to the latest magazine articles, we developed a system to create videos without shooting.

We challenged to create video news right after ‘d magazine’ received the latest articles. First, we decided to use Japan’s No.1 influencer as a newscaster to reach our audience. Since she is extremely busy, it wouldn’t be possible to create videos promptly if we shoot her every time. Therefore, we developed a system that enables to create videos without shooting using data extracted from her. This real time video generation system made it possible to reach our audience with the latest real time news.

Links

Video URL