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  • SUB CATEGORY :
    VIDEO, VIRAL VDO & INTERACTIVE VDO (MOBILE AS AN IMPORTANT ROLE)
  • COMPANY ENTERING :
    TBWA\HAKUHODO INC., TOKYO
  • ENTRY TITLE :
    NATIVE MOBILE MUSIC VIDEO
  • BRAND :
    LYRICAL SCHOOL
  • ADVERTISER :
    KING RECORDS
  • AGENCY :
    TBWA\HAKUHODO, TOKYO
  • CHIEF CREATIVE OFFICER :
    KAZOO SATO
  • CREATIVE DIRECTOR :
    SATOSHI CHIKAYAMA
  • COPYWRITER :
    NORIHITO TAKAHASHI/NOBUHIRO ARAI
  • ART DIRECTOR :
    YOSHIHIRO KONO
  • ACCOUNT EXECUTIVE :
    HIROYUKI TANAKA
  • AGENCY PRODUCER :
    HIROTAKA FUKATSU
  • BUZZ MACHINE :
    KAZUAKI KURIBAYASHI
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    RYOHEI KUMAMOTO
  • D.O.P/CINEMATOGRAPHER :
    HIROKI WATANABE
  • FILM PRODUCER :
    KEISUKE MIZUSAKO
  • PRODUCTION MANAGER :
    RYO TSUCHIYA/TOKIO KASAHARA
  • ENGLISH CONTEXT EXPLANATION :
    THE JAPANESE MUSIC INDUSTRY, WITH SALES DWINDLING TO HALF OF WHAT IT WAS COMPARED TO THE GOLDEN AGE, IS IN A STATE OF CRISIS. WITH THIS ISSUE AT HAND, WE TOOK IT UPON OURSELVES TO CREATE AN ENTIRELY NEW KIND OF MUSIC VIDEO FOR THE HIP HOP IDOLS "LYRICAL SCHOOL", AND CREATE SOME REAL BUZZ. OUR IDEA WAS THE WORLD’S FIRST NATIVE MOBILE MUSIC VIDEO (MOBILE DEDICATED MUSIC VIDEO).
    IT WAS TAILORED TO BE SEEN ON YOUR MOBILE DEVICE. THE ARTISTS PERFORM THEIR SONG WITHIN THE REALMS OF EMAIL, SMARTPHONE CAMERA, SNS AND OTHER UI THAT THE VIEWERS USE ON A DAILY BASIS. THE VIEWER EXPERIENCE IS AS IF THE ARTISTS THEMSELVES HAVE HIJACKED THEIR SMARTPHONE.
  • URL :
    https://vimeo.com/161487817