WHITE KITTE

TitleWHITE KITTE
BrandJAPAN POST CO., LTD
Product / ServiceWHITE KITTE
CategoryA09. Excellence in Music Video
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

The Campaign

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.

Creative Execution

The song’s artist sang live beneath the KITTE Christmas tree on December 12, and this film was released on the same day. The film was shown during the artist’s performance. The song was also used as part of the light show program of the Christmas tree conducted 6 times every day.

There was an increase of visitors to KITTE during the Christmas season, with 3 million people coming to the shopping mall. The video was received positively by people who viewed it.

The song used in the film “Root of Thanks” is about the grateful feeling you have towards the people around you, and is relevant to all generations. The shopping mall KITTE, has placed a big white Christmas tree every year since their opening as an expression of thanks to all who visit. This project was created on their 5th Christmas since their opening to say thank you to all the people who come to KITTE through music and film.

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.