SUB CATEGORY :

SPECIAL EFFECTS: DIGITAL VISUAL EFFECTS

COMPANY ENTERING :

CHERRY, TOKYO

TITLE :

BORN TO SYNC

BRAND :

KARTRIDER DRIFT

ADVERTISER :

NEXON

AGENCY :

CHERRY INC., TOKYO/ADK MARKETING SOLUTIONS INC., TOKYO

CREATIVE DIRECTOR :

KAZUMA AOKI

ART DIRECTOR :

FUSANARI MASUDA

COPYWRITER :

KAZUMA AOKI

ACCOUNT DIRECTOR :

TOMOYA EGAWA

ACCOUNT MANAGER :

AKIFUMI IMAI

ACCOUNT EXECUTIVE :

TAISUKE TANIMURA/RYUNOSUKE ECHIGO

PLANNER :

MITSURU SATO

FILM PRODUCTION COMPANY :

TAIYO KIKAKU CO., LTD., TOKYO

DIRECTOR :

YUANN

DIRECTOR OF PHOTOGRAPHY :

YUKI ONO

GAFFER :

KAZUHIDE TOYA

GRIP :

YUJIRO NISHI

ASSISTANT DIRECTOR :

KEISUKE NAKASHIMA

EXECUTIVE PRODUCER :

ICHIRO MATSUDA

FILM PRODUCER :

LEO OTAKE

PRODUCTION MANAGER :

YUKA SAKURAI

PRODUCTION DESIGNER :

MASAHIRO ISHII

WIRE ACTION :

TOMOAKI KAWASUMI

CASTING :

RYOSUKE SHONO

PROP STYLIST :

MAYU UCHIDA

STYLIST :

HIDEKI TATEMATSU

HAIR :

YUSUKE MORIOKA

MAKE-UP :

MAKIKO ENDO

LOCATION COORDINATOR :

DAISUKE SHIMOYAMA

POST-PRODUCTION COMPANY :

MCRAY, TOKYO

COLORIST :

MATHEW CHAN

FLAME ARTIST :

TAKATO KOIKE

MIXER :

MUNEAKI SHIBUYA

SPECIAL EFFECTS COMPANY :

PERFECT BLISS, BARCELONA

VISUAL EFFECTS :

PERFECT BLISS

CG SUPERVISOR :

ADRIAN JIMENEZ DURAN

SPECIAL EFFECTS EXECUTIVE PRODUCER :

MARIA SOLER CHOPO

SOUND PRODUCTION COMPANY :

SMIDER, MILAN

SOUND DESIGNER :

SMIDER

ENGLISH SYNOPSIS :

This film illustrates a race in the kartrider drift game between 6 players. Through a very dynamic language, with transitions that sew the different situations, we see these 6 characters being imbued by the game, even becoming the avatars themselves that will run on the circuit. The story starts with the players accessing the game online at 6 different locations, with different devices (smartphone, tablet, pc, household tv console). They are selecting/customizing their avatar characters, and race karts preparing for the race.a key point of the film is the transformations of elements from reality to graphics. As the race heats up the players become more and more immersed into the game, and the border between the real world and the game world becomes blurred. The edit is fast-paced with transitions that connect the characters' stories in succession. This is to visually express the excitement and thrill of racing.

ENGLISH CONTEXT EXPLANATION :

We created a promotional film for the product launch of "kartrider drift" in Japan, an online racing game that is popular around the world, especially in asia and north america. To appeal to the young Japanese target audience who are familiar with anime and video game culture, the movie was developed focusing on three main points:
(1) A highly immersive online experience that synchronizes the real and virtual worlds.
(2) Thrilling and heated races between various players from around the world.
(3) The fun of customizing karts and characters
In Japan, tv-connected home video games are popular, and online games are a latecomer compared to other countries. As there are "dominant players" such as nintendo's "mario kart," the objective was to promote the unique experience value (usp) through a visually stunning and engaging commercial, that older Japanese online game titles have not been able to fully address.