UNIQLO THERMOART

Short List
TitleUNIQLO THERMOART
BrandUNIQLO CO., LTD.
Product / ServiceHEATTECH
CategoryC03. Data Visualisation
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN
Production AOI PRO. INC. Akasaka, Tokyo, JAPAN
Production 2 RHIZOMATIKS Tokyo, JAPAN
Production 3 MOUNT Tokyo, JAPAN

Credits

Name Company Position
Kazoo Sato TBWA HAKUHODO Chief Creative Officer
Naoto Ichikawa TBWA HAKUHODO Creative Director
Yo Kimura TBWAHAKUHODO Creative Director
Masaya Asai TBWAHAKUHODO Global Creative Director
Naoto Ichikawa TBWAHAKUHODO Copywriter
Kyo Hakamata TBWAHAKUHODO Art Director
Yo Kimura TBWAHAKUHODO Art Director
Kosei Arakane TBWA HAKUHODO Account Director
Mamiko Hikichi TBWA HAKUHODO Account Supervisor
Yu Hashimoto TBWA HAKUHODO Account Executive
Kazuto Chen TBWA HAKUHODO Assistant Account Executive
Takuro Amada TBWA HAKUHODO Strategic Planning Director
Partycja Sojka TBWA HAKUHODO Strategic Planning Supervisor
Keisuke Mizusako AOI Pro. Inc. Producer
Masahiro Kawagiuchi AOI Pro. Inc. Producer
Takehiro Yamada AOI Pro. Inc. Production Manager
Haruka Sugimoto AOI Pro. Inc. Production Manager
Chiara terzuolo FreeWave Narrator
Yusuke Tanaka Caviar Director
Takeshi Hanzawa GLASSLOFT Cinematographer
Hitoshi Otake Otake office Gaffer
ENZO ENZO R.mond inc. Art Designer
MIKIKO MIKIKO elevenplay choreographer
Noriko Sugimoto WHITNEY stylist
Asami Nemoto Freelance Hair&make-up artist
Yusuke Nakamura B-POP Casting
Hideki Uzawa SPEEDBALL MOTORS Grip
Sakura Seya THE OCTOPUS OFFLINE EDIT
Yoshiro Kamei SONY PCL COLOR CORRECTION
Shunsuke Kakuuchi Freelance ONLINE
Daito Manabe Rhizomatiks Technical Direction, System Design, Visual Effect
Yuya Hanai Rhizomatiks System Development, Software Engineering
Motoi Ishibashi Rhizomatiks Thermal Camera Calibrationboard Supervise
Kyohei Mouri Rhizomatiks Thermal Camera Calibrationboard Engineering
Muryo Honma Rhizomatiks Video Engineering
Futa Kera Rhizomatiks Instagram AR Filter Development
Kahori Takemura Rhizomatiks Project Management
Takao Inoue Rhizomatiks Producer
Jeong-ho Im mount inc. Planner, Art Director, Designer
Takeshiro Umetsu mount inc. Technical Director, Developer
Satoshi Kasai mount inc. Assistant Designer
Ko Yoshida mount inc. Project Manager
Go Kakizaki mount inc. Project Manager

Describe the creative idea

“Thermography”.
A method used by many apparel brands to communicate warmth and heat for so many years. These images were becoming run-of-the-mill and increasingly associated with negative emotions related to the daily temperature taking and scanning we have become accustomed to in life under the new normal. Inspired by the moisture absorption and heat generation technology unique to HEATTECH and the new reality of frequent temperature taking, we developed a system that would generate thermographic heat distribution data into art in real-time, called “ThermoArt”. Through technology, we updated the never-changing face and usage of thermographic readings to successfully differentiate UNIQLO from competitors in a highly significant way. We took what was fast becoming a symbol of negative emotions such as fear and anxiety
(temperature readings in the new normal) and imbued it with positivity, possibility and fun.

Describe the execution

By developing ThermoArt (a new technological system to turn thermographic data into graphics in real-time) we updated thermography as a creative medium for our times. A unique shooting system using film, thermographic and depth cameras that also perform angle of view adjustments simultaneously, was developed to shoot the human form.
Super precise readings of the models body, face, limbs, pose, position of joints etc… through machine learning was also achieved.
All this made it possible to generate graphics with absolute matching to the movements of
the models bodies.
With temperature checks and scans a part of our daily lives now, we took the now anxiety-inducing imagery of thermographs
and created a new golden standard that imbues it with positivity, possibility and fun. ThermoArt has offers us a glimpse into a future where temperature taking could become a source of joy and wonder, rather than worry and anxiety.

Links
Website URL