Title | WHITE KITTE |
Brand | JAPAN POST CO., LTD |
Product / Service | WHITE KITTE |
Category | A09. Excellence in Music Video |
Entrant | BB MEDIA Tokyo, JAPAN |
Idea Creation | ADK Tokyo, JAPAN |
PR | ADK Tokyo, JAPAN |
Production | BB MEDIA Tokyo, JAPAN |
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 |
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.
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.