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  • SUB CATEGORY :
    BEST USE OF FICTION FILM
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • TITLE :
    GRAVITY CAT
  • BRAND :
    GRAVITY DAZE 2
  • ADVERTISER :
    SONY INTERACTIVE ENTERTAINMENT INC.
  • AGENCY :
    HAKUHODO INC., TOKYO
  • CREATIVE DIRECTOR :
    YUTA OKUYAMA
  • COPYWRITER :
    YUSUKE AMAGAI/KEITA TOGAWA/YUKI YOKOI
  • ACCOUNT DIRECTOR :
    KIYOMI WADA
  • ACCOUNT EXECUTIVE :
    MAIKO HAYASHI
  • FILM PRODUCTION COMPANY :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO
  • DIRECTOR :
    SHOW YANAGISAWA
  • DIRECTOR ASSISTANT :
    MASUMI NISHIBORI
  • CINEMATOGRAPHER :
    RYOKEN OKAMURA
  • GAFFER :
    ATSUTOSHI UENO
  • FILM PRODUCER :
    TAKASHI ASO/TATSUYA SUNOHARA
  • PRODUCTION MANAGER :
    TAKUYA OMURA
  • ART PRODUCTION MANAGER :
    SHUNSUKE OKUTANI
  • PRODUCTION ASSISTANT :
    TAKUYA SUGIMOTO
  • PRODUCTION DESIGNER :
    YUKIKO KURIBAYASHI
  • POST-PRODUCTION COMPANY :
    ACTIVE CINE CLUB INC., TOKYO/DEFFENSE, TOKYO/
    IEMOTO, TOKYO/CUTTERS, TOKYO/DIGITAL EGG INC., TOKYO
  • EDITOR :
    ETSUKO KIMURA/HANAKO TABATA
  • COLORIST :
    TOSHIKI KAMEI
  • FLAME ARTIST :
    KENICHI SASAKI
  • SPECIAL EFFECTS COMPANY :
    OMNIBUS JAPAN INC., TOKYO
  • SPECIAL EFFECTS PRODUCER :
    HISAMICHI KIDO/CHU IKEBE/TETSUAKI MATSUMOTO
  • SOUND PRODUCTION COMPANY :
    YUGE INC., TOKYO
  • SOUND DESIGNER :
    ERITO AYAKI/YOSHIO NAKAMURA
  • MUSIC PRODUCER :
    KAZUYOSHI TONAMI
  • CAMPAIGN SUMMARY :
    A LIVE-ACTION FILM WAS PRODUCED TO PROMOTE GRAVITY DAZE 2, A GRAVITY ACTION-ADVENTURE GAME WHERE GRAVITY GETS A 360-DEGREE MAKEOVER, AND PLAYERS GET TO EXPERIENCE THE THRILL OF "FALLING" UP, DOWN, AND INTO THE SKY. TO COMMUNICATE THE FUN OF GRAVITY CHANGES, THE FILM FEATURES A GIRL AND HER CAT FREELY RUNNING ACROSS THE WALLS AND CEILING IN THE REAL WORLD. BECAUSE A CAT IS THE MAIN CHARACTER'S SIDEKICK IN THE GAME, AND CAT VIDEOS ARE IMMENSELY POPULAR ON THE INTERNET, WE DECIDED TO FEATURE A CAT TO GENERATE BUZZ FOR THE FILM.WE TACKLED CHALLENGING VISUAL EXPRESSIONS, INCLUDING ONE-CUT TAKES, POV FILMING, ANIMAL TAKES, AND GRAVITY CHANGES. WE MADE IT AS REALISTIC AS POSSIBLE TO GET VIEWERS QUESTIONING/WONDERING HOW IT WAS MADE, AND TO GIVE IT THE WOW FACTOR. THE STORY OF A UNIVERSITY STUDENT STRUGGLING WITH HER THESIS AND EVENTUALLY BEING FREED FROM SET IDEAS WAS CREATED TO MAKE THE FILM MORE THAN A GIMMICK, AND TO CONVEY THE MESSAGE OF THE GAME: "BREAK OUT OF YOUR WORLD'S BOX."
  • THE BRIEF :
    GRAVITY DAZE 2 IS THE SECOND INSTALLMENT OF PLAYSTATION'S ACTION-ADVENTURE GAME IN WHICH PLAYERS EXPERIENCE A 360-DEGREE GRAVITY SHIFT AND THE THRILL OF FALLING BOTH UPWARDS AND DOWNWARDS. THE GOAL WAS TO CREATE A FILM THAT WOULD EFFECTIVELY PROMOTE THE GAME'S RELEASE, AND CAPTURE THE ATTENTION OF PLAYERS UNFAMILIAR WITH THE FIRST INSTALLMENT.
  • THE STRATEGY :
    THE FUNDAMENTAL APPEAL OF GRAVITY DAZE 2 IS THE THRILL OF "EXPERIENCING 360-DEGREE GRAVITY CHANGES" AND THE EXCITEMENT OF "BREAKING FREE OF REALITY'S SET RULES." WE FORMULATED THE FOLLOWING IDEAS TO CREATE A VIRAL MOVIE THAT WOULD HIGHLIGHT THE ACTION AND EXCITEMENT OF THE GAME: 1. A LIVE-ACTION GRAVITY-TRICK VIDEO THAT COMMUNICATES THE EXCITEMENT OF GRAVITY CHANGES. 2. A CAT VIDEO FEATURING THE IN-GAME CAT THAT ACCOMPANIES THE PROTAGONIST. 3. A STORYLINE IN WHICH GRAVITY SHIFTS HELP THE CHARACTER BREAK FREE FROM PRECONCEIVED IDEAS. WE AIMED TO CONVEY THE ACTION AND EXCITEMENT OF THE GAME BY WORKING THE ELEMENTS OF A "TRICK VIDEO" AND "CAT VIDEO", TWO OF THE MOST LOVED AND SHARED TYPES OF WEB CONTENT, INTO A STORY ABOUT A UNIVERSITY STUDENT STRUGGLING WITH A THESIS ON GRAVITY WHO GETS A WHOLE NEW TAKE ON THE SUBJECT AFTER EXPERIENCING GRAVITY CHANGES.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    IN ADDITION TO THE "CAT TRICK VIDEO" ANGLE, WE INCORPORATED MULTIPLE TACTICS, AND WORKED IN ELEMENTS THAT APPEAL TO AUDIENCES BEYOND GAME FANS, IN ORDER TO CREATE BUZZ AND GAIN THE MAXIMUM MEDIA EXPOSURE POSSIBLE. - TO GENERATE CONVERSATION ABOUT HOW THE REALISTIC-LOOKING VIDEO WAS FILMED FROM A FIRST-PERSON VIEW IN WHAT APPEARS TO BE A SINGLE SHOT. - TO GENERATE BUZZ BY RELEASING THE MAKING-OF VIDEO AND INTRODUCING THE GIANT ROTATING SET. - TO ATTRACT NOT ONLY GAME MEDIA OUTLETS, BUT MEDIA OUTLETS THAT FOCUS ON MUSIC, BUZZ TRENDS, ETC, BY CASTING A MEMBER OF THE POPULAR GIRLS GROUP NOGIZAKA46, AND USING AND RELEASING A SONG BY AN UP-AND-COMING ROCK BAND.
  • THE RESULT :
    - MENTIONED IN OVER 300 ARTICLES WORLDWIDE "THE YEAR'S BEST AD YOU HAVEN'T SEEN" - ADWEEK HTTPS://GOO.GL/UWXTGH "THIS IS ONE OF THE GREATEST GAME TRAILERS" - THE VERGE HTTPS://GOO.GL/QSE1VV - VIEWED OVER 3 MILLION TIMES ON YOUTUBE AND OTHER SOCIAL MEDIA CHANNELS. - RECEIVED THE MOST LIKES OF ALL VIDEOS ON PLAYSTATION JAPAN’S YOUTUBE CHANNEL AT THE TIME. NOT ONLY DID IT TURN HEADS, BUT IT ALSO RECEIVED A SLEW OF FAVORABLE COMMENTS, INCLUDING "THIS GAME LOOKS REALLY INTERESTING!" "I MIGHT HAVE TO BUY IT… AND "I BOUGHT THE GAME AFTER SEEING THIS AD!" THE VIDEO SUCCESSFULLY SHOWCASED THE GAME'S VALUE, WENT VIRAL, AND BOOSTED SALES.
  • URL :
    https://www.youtube.com/watch?v=0lQMXyNUmDs