Title | UNIQLO THERMOART |
Brand | UNIQLO CO., LTD. |
Product / Service | HEATTECH |
Category | C03. Data Visualisation |
Entrant | TBWA\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 |
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 |
“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.
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.