GRAVITY CAT

Grand Prix
ClientSONY INTERACTIVE ENTERTAINMENT INC.
ProductGRAVITY DAZE 2
EntrantHAKUHODO INC. Tokyo, JAPAN
Type of EntryEntertainment
CategoryA03. Online: Fiction
TitleGRAVITY CAT
Product/ServiceGRAVITY DAZE 2
Entrant HAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Production TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

The Campaign

Our idea is to make a cat video in the new laws of gravity beyond Newton’s laws. To communicate the fun of gravity changes, We made live-action film featuring a girl and her cat freely running across the walls and ceiling in the real world.

Creative Execution

We tackled challenging visual expressions, including one-cut takes, POV filming, animal takes, and gravity changes. We made it as realistic as possible to get viewers questioning/wondering how it was made, and to give it the wow factor. The story of a university student struggling with her thesis and eventually being freed from set ideas was created to make the film more than a gimmick, and to convey the message of the game: “Break out of your world’s box.”

*The most LIKEs in history on PlayStation Japan channel. *Over 3 millions views on Youtube and social medias. *Over 270 articles in the world.

We tried to make a novel and sharable cat video, one of most popular entertainment internet culture.This film was shared not only as a commercial film but also as a surprising cat video with a brand message.

To generate buzz for the film, we decided to feature a cat, because a cat is the main character’s sidekick in the game and cat videos are immensely popular on the internet.

Credits

Name Company Position
Yuta Okuyama Hakuhodo Inc. Creative Director
Yusuke Amagai Hakuhodo Inc. Planner
Keita Togawa Hakuhodo Inc. Planner
Yuki Yokoi Hakuhodo Inc. Planner
Kiyomi Wada Hakuhodo Inc. Account Executive
Maiko Hayashi Hakuhodo Inc. Account Executive
Takashi Aso Tohokushinsha Film Corporation Producer
Tatsuya Sunohara Tohokushinsha Film Corporation Producer
Takuya Omura Tohokushinsha Film Corporation Production Manager
Takuya Sugimoto Tohokushinsha Film Corporation Assistant Production Manager
Show Yanagisawa THE DIRECTORS GUILD Director
Masumi Nishibori THE DIRECTORS FIRM Director Assistant
Ryoken Okamura Sturgeon Cinematographer
Shinji Kawai Freelance Cinematographer Assistant
Atsutoshi Ueno Freelance Lighting Design
Kohsei Kobayashi Freelance Lighting Design Assistant
Yukiko Kuribayashi Freelance Set Designer
Shunsuke Okutani NOUVELLE VAGUE Co.,Ltd Art Production Manager
Yuko Aika Freelance Makeup Artist
Takeru Sakai Freelance Stylist
Etsuko Kimura ACTIVE CINE CLUB Offline Editor
Hanako Tabata ACTIVE CINE CLUB ACTIVE CINE CLUB
Kenichi Sasaki DEFENSE Online Editor
Erito Ayaki Freelance Sound Designer
Yoshio Nakamura Freelance Sound Effect
Kazuyoshi Tonami YUGE inc. Music Producer
Hisamichi Kido OMNIBUS JAPAN INC. CG Producer
Chu Ikebe OMNIBUS JAPAN INC. CG Production Manager
Tetsuaki Matsumoto OMNIBUS JAPAN INC. CG Director
Toshiki Kamei Cutters Colorist
Links
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