CategoryD03. Technological Achievement in Digital Craft
Idea Creation R/GA TOKYO, JAPAN
Idea Creation 2 SHISEIDO CO., LTD. Tokyo, JAPAN
Production R/GA TOKYO, JAPAN
Production 2 NOMURA Tokyo, JAPAN
Production 3 TYO CAMP KAZ Tokyo, JAPAN


Name Company Position
Niklas Lilja R/GA Tokyo Executive Creative Director
Anthony Baker R/GA Tokyo Executive Technology Director
Seamus Higgins R/GA Sydney VP Chief Creative Officer APAC
Toru Nagahama R/GA Tokyo Design Director
Jedy Chen R/GA Tokyo Senior Creative Technologist
Naru Kudo R/GA Tokyo Senior Producer
Aleksandra Nowacka R/GA Tokyo Producer
Marvin Varela R/GA Tokyo Senior Software Engineer
Ayumu Nagamatsu R/GA Tokyo Senior Software Engineer
Kumi Tominaga R/GA Tokyo Creative Technology Director
Tyler Bowers R/GA Tokyo Associate Creative Director
Mark Lloyd Ruck R/GA Tokyo Associate Creative Director
Reynan Shimada R/GA Tokyo Experience Designer
Scott Rothman R/GA Tokyo Senior Software Engineer
Masa Tanaka R/GA Tokyo Accociate Creative Director
Sayaka Ota R/GA Tokyo Creative Director
Jooyoung Lee R/GA Tokyo Junior Visual Designer
Sookie Lee R/GA London Designer
Wing Luo R/GA New York Creative Director & Senior Technical Director
Bill Feng R/GA Tokyo Junior Software Engineer
Kiran Lokhande Hansen R/GA Los Angeles Experience Design Director
Keisuke Nakajima R/GA Tokyo Senior Strategist
Mariko Futamura R/GA Tokyo Senior Art Director
Makiko Miyake R/GA Tokyo Copywriter
Naoto Hieda R/GA Tokyo Senior Software Engineer
Tomoya Matsuura R/GA Tokyo Software Engineer
George Sugitomo R/GA Tokyo Executive Creative Director
Masayuki Tanaka R/GA Tokyo Senior Copywriter
Ikuo Toyama R/GA Tokyo Creative Director
Debbie Pan R/GA Tokyo Art Director
Abe Chuang R/GA Tokyo Copywriter
Scott Kundert R/GA Tokyo Senior Producer
Mariko Oka R/GA Tokyo Accout Director
Yosuke Suzuki R/GA Tokyo Managing Director
Joanna Saw R/GA Singapore Tech Intern
Tetsuro Kanegae Shiseido Executive Creative Director
Takashi Maruyama Shiseido Research Scientist
Masato Kosukegawa Shiseido Chief Creative Director
Mika Ishii Shiseido Producer
Asuka Hashiguchi Shiseido Copywriter
Maki Kobayashi Shiseido Designer
Keisuke Yoshida NOMLAB Designer
Hiromasa Imaizumi NOMLAB Account Director
Takeharu Hanokizawa TYO CampKAZ Producer
Hiro Kano NICE RAINBOW Director
Kenta Takasaki TYO SPARK Director
Takaya Suzuki STEP Producer
Amariei Catalina ACTIVE CINE CLUB Editor
Azusa Kikuchi TTR Editor
Eri Ueda TYO CampKAZ Production Manager
Eri Ueda TYO CampKAZ Production Manager

Describe the creative idea

There is beauty in growing old. Beyond Time is an interactive installation designed for friends, family, and loved ones to speak with one another through time. This project is an immersive experience that transports participants into past and future by digitally aging or age-reversing their faces, and then engaging them in dynamically tailored emotional conversations. In doing so, we encouraged people to think differently about the effects of aging on their bodies, and to understand that the most beautiful parts of themselves can actually get better with time.

Describe the execution

Beneath its minimalist exterior, the Beyond Time installation contains a considerable amount of technology, including three high-spec computers, Kinect sensors, IoT connected buttons and multiple 4k cameras. Working with Nomura Architects, we designed a contemporary metal-and-glass structure measuring 5m by 2m by 2.33m, and outfitted it with synchronized LEDs, directional microphones and speakers, and variable-opacity privacy glass for a fully immersive experience. Existing age filters on popular mobile apps like Snapchat and FaceApp offer entertaining but superficial age simulation filters. To achieve the degree of realism necessary for the emotional experience we were looking for, we created a much more powerful experience based on real data provided by a century of Shiseido aging research. This groundbreaking facial modeling system not only generated scientifically-accurate simulations in real time for participants to interact with, it collected enough information over the course of the project to produce one of the world’s largest databases of 3D facial models. To protect data rights, we coordinated with research and legal teams to ensure the responsible management and anonymous storage of data within a secure network under strict and clear usage policies agreed upon by participants in advance. We spent 14 months on the project: three months on R&D, five months on prototyping, five months on software development, and one month on location performing round-the-clock construction, testing and tweaking to create an installation piece that has become an iconic fixture within the Shiseido GIC.

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