Title | WHO OWNS THE STREET? -SHIBUYA HACK & PLAY- |
Brand | SEIKO WATCH CORPORATION |
Product / Service | WW |
Category | B04. Animation |
Entrant | HAT INC. Tokyo, JAPAN |
Idea Creation | CHERRY Tokyo, JAPAN |
PR | PA COMMUNICATION. Tokyo, JAPAN |
Production | HAT INC. Tokyo, JAPAN |
Post Production | LAPOSTA Buenos Aires, ARGENTINA |
Post Production 2 | PTHREE Tokyo, JAPAN |
Additional Company | GROUNDRIDDIM Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shotaro Nieda | CHERRY Inc. | Creative Director |
Yuto Tamura | TM Inc. | Art Director |
Taiki Kawakami | CHERRY Inc. | Agency Producer |
Satoshi Ichishima | ADK Creative One Inc. | Copywriter |
Masato Nakamura | ADK Marketing Solutions Inc. | Account Executive |
Akina Okabe | ADK Marketing Solutions Inc. | Account Executive |
Aya Shibata | ADK Marketing Solutions Inc. | Account Executive |
Tomoaki Okumura | PA Communication | PR Planner |
Syoya Kato | PA Communication | PR Planner |
Yusuke Watanabe | HAT INC. | Producer |
Masayuki Shiobara | HAT INC. | Production Manager |
Spikey John | GROUNDRIDDIM DEPT. | Director |
Mikul Eriksson | Freelance | Cinematographer |
Kiyoshi Ogami | L’espace Vision Co., Ltd. | DIT |
Tetsuichiro Kitagawa | grid_FPV LLC. | Drone Operator |
Yuta Nakamura | Freelance | MOVI Operator |
JIRO - | JIYURO | Molding |
Shinichi Nishiyama | JIYURO | Molding |
Kesuke Kano | Freelance | Stylist |
Lil Honey Princess | GROUNDRIDDIM DEPT. | Casting Director |
Airi Takesaki | HAT INC. | Casting Director |
Pablo Tufaro | Laposta Inc. | Post Producer |
Raul Lavado Verdu | Laposta Inc. | Colorist |
Federico Quiros | Laposta Inc. | Compositor |
Pablo Maiesse | Laposta Inc. | Compositor |
Chido - | Laposta Inc. | Compositor |
Sandra Osorio | Laposta Inc. | Compositor |
Iga Moto | Laposta Inc. | Animator |
Hernan Carattoli | Laposta Inc. | Animator |
Nicolas Broner | Laposta Inc. | Animator |
Nicolas Cantarellii | Laposta Inc. | CG Artist/Lighting Artist |
Macca - | Laposta Inc. | CG Artist |
Pablo Verettoni | Laposta Inc. | Character Development |
Lobo - | Laposta Inc. | Character Rig |
Alejando Libman | Laposta Inc. | Matchmover |
Gonzalo Canepa | Laposta Inc. | CG Lead/Lighting Artists/Cloth Set Up |
Kim Quiroz | Laposta Inc. | VFX Producers |
Celeste De Dios | Laposta Inc. | VFX Producers |
Antonio Gallardo | Laposta Inc. | VFX Producers |
Thomas Takamura | A VERY SMALL COMPANY | VFX Coordinator |
Yosuke Kuboe | L’espace Vision Co., Ltd. | 3D Scan |
Yu Azumi | Freelance | Offline Editor |
Koji Yoshida | PTHREE | Flame Artist |
DJ UPPERCUT | GROUNDRIDDIM DEPT. | Sound Designer |
Shibuya, the epicenter of japan’s youth culture. The man dashing through its streets in a pair of inline skates is WW man, the poster boy of WW. While skating jauntily, he notices a no skating sign and is forced to change direction. A security guard stops him. Onlookers take pictures and post them online without permission. He gets away from such a reality that plagues skaters and skates on the walls and rooftops of buildings unchallenged. A drone chases him, but he takes a big leap to dodge it. (drones are banned in tokyo.) He runs up 109, shibuya’s landmark, and leaps off. He lands in front of a police box, but is too fast to make a clean landing. It impresses upon the tagline of the new watch brand WW, unlocking the potential of those who are expressing themselves on the streets in ways that are unique to them.
Shibuya is undergoing redevelopment in the run-up to the tokyo olympics. It is seeing more high-rise buildings and the disappearance of small shops, parks, and alleyways that attracted youths. Tighter limits are enforced, and no skating signs are posted all over town. The skateboard is now an official olympic sport, but skaters are not allowed to skate on the streets, where the sport comes from. Last year, a skater in shibuya was arrested in an incident. It’s an issue peculiar to japan but is also a problem that is occurring in major cities worldwide. As such, the brands that promote street sports in ads and campaigns must not use skaters for their coolness but show how they would support their wish to skate on the streets (in ways that do not support illegal activities) and how they could raise the issue so that they can live in harmony with others.
The visual effects of this film and the main challenge was to make a digital double of the main actor. At the beginning of the spot the real actor performs but at some point he has to start to do some exceptional things and a CG actor was the only solution. We also had to 3D track all the backgrounds and the Drone ones have lots of tricks. Last but not least we had to 3D scan all the backgrounds to make the reflection and light match the original to make the cg actor look real, and at the end we had to build an entire tokyo corner to mimic the google earth one.