LOVE IS ORGANIC

TitleLOVE IS ORGANIC
BrandORALPEACE
Product / ServiceORALPEACE TOOTHPASTE
CategoryA02. OTC Applications
EntrantADK Tokyo, JAPAN
Idea Creation ADK Tokyo, JAPAN
Production ROCK'N ROLL JAPAN Tokyo, JAPAN
Production 2 RAY CORPORATION Tokyo, JAPAN
Production 3 MIRAGE INC. Tokyo, JAPAN
Production 4 P-CAMP Tokyo, JAPAN

Credits

Name Company Position
Kazuma Aoki ADK Creative Director / Copywriter
Fusanari Masuda ADK Creative Director / Art Director
Satoshi Ichishima ADK Copywriter
Hiroko Uchigaki ADK Account Director
Toru Hara ADK Account Manager
Fuyu Arai Rock ‘N Roll Japan Director
Chiyoe Sugita Travolta Cinematographer
Hiroki Nishigaya Travolta Gaffer
Yohei Kawasaki Rock ‘N Roll Japan Producer
Masamichi Kawanabe Mirage Inc. Visual Effect
Yuma Watanabe Mirage Inc. Visual Effects
Motoki Ohno Mirage Inc. Animator
Kazutomo Koseki Mirage Inc. Computer Artist
Naofumi Mishina Mirage Inc. Special Effects Producer
Takayuki Suzuki Mirage Inc. Special Effects Credits
YeYe P-CAMP Sound Designer
Mitsuru Ameshima P-CAMP Sound Studio Producer
YeYe P-CAMP Music Composer
Hiroki Yamashita P-CAMP Music Arranger
Takayuki Oshikane P-CAMP Sound Production Creadits
Tatsuo Nagami P-CAMP Sound Production Credits

Brief Explanation

ORALPEACE, a groundbreaking oral care brand, formulated with 100% naturally derived anti-bacterial agent that is safe for babies and the elderly. With the theme of its brand philosophy, “love for one’s precious family,” family ties over the course of fifty years are depicted through frame by frame video featuring a toothbrush which is an icon of daily life. The happiness of repeating normal days over generations and the fleetingness of the transient nature of time with family are expressed through this “story of a washroom.” In order to reproduce the family’s history, more than 1200 still images were taken and approximately 680 types of lighting were used. The art set was also carefully created to match each decade of the story.

Execution

In order to tell that ORALPEACE is protecting the love of family, the time-lapse frame by frame technique was used to faithfully show the family’s 50 years of history in a charming way. The art set was also carefully created and detailed props were prepared to match each era of a boarding house in the 1950s, own house, and after renovation of the house. Almost 250 toothbrushes were used to represent as the members of the family. Also, in order to express the time passage with light, approximately 680 types of lightings were used. Uncompromised knowledge and techniques of the filming crew are condensed in this short film.

Links

Video URL