WHITE KITTE

TitleWHITE KITTE
BrandJAPAN POST CO., LTD
Product / ServiceWHITE KITTE
CategoryA04. Production Design / Art Direction
EntrantBB MEDIA Tokyo, JAPAN
Idea Creation ADK Tokyo, JAPAN
PR ADK Tokyo, JAPAN
Production BB MEDIA Tokyo, JAPAN

Credits

Name Company Position
KATSUNORI KITANAKA ADK Account Executive
SHUICHI NAKAYAMA ADK Account Executive
KAZUYA MISHIMA ADK Account Executive
NAOKI MUROI ADK Agency Producer
KANAKO YOSHIMATSU ADK Planner
KAORI MIKI FREELANCE Art Director
JUMPEI YOSHIDA ADK Creative Director
RYO ATSUMI BBmedia Inc. Executive Producer
SHINYA MIYAZAKI BBmedia Inc. Producer
MASAO FUJIYAMA BBmedia Inc. Production Manager
KOUDAI TANAKA BBmedia Inc. Director
YANG XIAODONG BBmedia Inc. Editor
NOBUAKI IMURA IMURA OFFICE Cinematographer
KOJI YOSHINO LightNix inc. Lighting Director
NORIKO OKADA FREELANCE Stylist
YURI YAMAGUCHI FREELANCE Art Designer
HARUKA OKUTSU IMURA OFFICE Colorist
YOSHIKO HANZAKI Sun Music Music Producer
HITOMI ISHII i Link CAST
AIKO SATO Space Craft CAST
KAZUNARI OOHASHI STAGE CAST
RENA HIRAKAWA Spacecraft Junior CAST
KEITO TARUMIZU Spacecraft Junior CAST

Brief Explanation

The story is of a pregnant woman and her journey as a mother. Through both happy and rough times, all the experiences accumulate to the growing of a loving family. A big fir tree can always be seen by their side while the mother raises her child, and has watched over them through the times, like a guardian. It shows how KITTE, a shopping mall stands by the area that they are located, and connects the people, the town, the time they spend. With the feeling of wanting to say “thank you” to the people who come to KITTE, and to show that KITTE is a place where people connect with people, this film was conceived.

The Brief

We created a miniature set to be the backdrop of the story. The story that is seen within the snow dome in the miniature set is shown through projecting the story upside down onto a studio backdrop and filmed through the snow dome. When you project a moving image onto a snow down, the image becomes upside down. So, we first filmed the story and edited the footage at the same time. We then, projected the edited footage upside down onto a studio wall and placed a snow dome in front of the studio wall. By shooting the footage through the snow dome, the footage was filmed right side up, creating a feeling that the story was happening inside the snow dome. As we only had one day to shoot, we had to test many times to get it right.