ADC Awards
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Learn more about ADC105
Category
Innovation
Annual ID
ADC103_EXP003G
About the Work
ALS is an incurable disease in which motor neurons that move the body age, and the whole body gradually becomes immobile. No effective treatment has yet been established, and the average life expectancy after the onset of the disease is said to be 3 to 5 years. However, consciousness, the five senses, and intelligence remain healthy.
The disease is first described in 1869 by French neurologist Jean-Martin Charcot. Charcot gave the name ALS to a disease in which pathological changes were found only in the spinal cord area related to movement among patients who had difficulty exercising and lost muscle mass. Currently, about 350,000 people are battling this disease worldwide.
One of the greatest wishes of people living with ALS is regaining the physicality they had before the onset of ALS.
This project aims to fulfill thier wishes by utilizing technologies to create a new tool to help them to communicate with others by physical expressions and achive the future where they will not have to give up their physicality anymore to increase their wellbeing.
The human body generates minute electric currents called an electromyography (EMG) signal when muscles are moved. Although MASA, an EYE VDJ living with ALS, cannot raise his arms because of ALS, we found that this EMG signal occurs inside his body as well. We then developed a UI and system that connects the EMG signals in the neck, arms, and legs to the digital avatar. This allowed MASA to regain its physicality in the digital world.
MASA was able to use his entire body to create an immersive DJ performance that thrilled the audience as much as he used to, blurring the real and the virtual. This performance illustrated the future where we don't have to give up physical expression even with ALS.
The disease is first described in 1869 by French neurologist Jean-Martin Charcot. Charcot gave the name ALS to a disease in which pathological changes were found only in the spinal cord area related to movement among patients who had difficulty exercising and lost muscle mass. Currently, about 350,000 people are battling this disease worldwide.
One of the greatest wishes of people living with ALS is regaining the physicality they had before the onset of ALS.
This project aims to fulfill thier wishes by utilizing technologies to create a new tool to help them to communicate with others by physical expressions and achive the future where they will not have to give up their physicality anymore to increase their wellbeing.
The human body generates minute electric currents called an electromyography (EMG) signal when muscles are moved. Although MASA, an EYE VDJ living with ALS, cannot raise his arms because of ALS, we found that this EMG signal occurs inside his body as well. We then developed a UI and system that connects the EMG signals in the neck, arms, and legs to the digital avatar. This allowed MASA to regain its physicality in the digital world.
MASA was able to use his entire body to create an immersive DJ performance that thrilled the audience as much as he used to, blurring the real and the virtual. This performance illustrated the future where we don't have to give up physical expression even with ALS.
2024 Awards
Total Points: 45
Gold Cube
Credits
Agency
Dentsu Inc. / Tokyo
dentsu Austria GmbH / Vienna
Dentsu Creative / London
PR / Marketing Agency
Platinum Inc. / Tokyo
Putz & Stingl Event, Public Relations & Werbung GmbH / Mödling
Client / Brand
WITH ALS / Tokyo
NTT / Tokyo
Agency In-House Production Company
Dentsu Creative Cube Inc. / Tokyo
Production Company
BASSDRUM Inc. / Tokyo
momonga / Berlin
WOO INC. / Tokyo
WOW inc. / Tokyo
Music / Sound Production Company
invisi Ltd. / Tokyo
y's connection inc. / Tokyo
Art Director
Yusuke Koyanagi
Copywriter
Tina Toda
Creative Director
Naoki Tanaka
Creative Technologist
Atsushi Fukuda
Hironobu Sato
Kai Yokoyama
Kazuya Kishimoto
Keita Kuki
Ken Haga
Kou Mikuni
Shintaro Murakami
Yuma Shingai
Yusaku Wakazono
Designer
Jiro Watanabe
Director
Hiroshi Takagishi
Ryo Koshimizu
Producer
Hironobu Sato
Humihito Anzai
Kenjiro Matsuo
Kiyoshi Runze
Kohei Ai
Masahito Kodama
Miyuki Fujishima
Nozomi Koseki
Shinya Inagawa
Wakayu Sato
Yasuaki Matsui
Yuri Takahashi
Sound Designer
Nozom Yoneda
Technical Sound Designer
Taito Otani
Business Producer
Joi Keishu
Naoki Tanaka
CG Designer
Takafumi Matsunaga
Takuma Sasaki
Communications Creator
Masatane Muto
DP
Ferdinand Koestler
Global Communications Director
Antonia Collins
Head of MarCom
Petra Hofstätter
Marketing Executive
Katie McNaughton
Music Producer
Hiroyuki Nasu
PR Director
Hana Moriwaki
PR Planner
Shiori Kakumoto
Shogo Inamoto
Project Manager / Music Director
Yoichiro Hatakeyama
public relations
Nina Greimel
Researcher
Masato Shindo
Senior Manager MarCom
Yvonne Zvara
Senior Research Engineer
Ryosuke Aoki
Senior Research Engineer, Supervisor
Mariko Nakamura
Technical Director
Kazunari Takashima
Ken Murayama
Mao Komatsu
Shunki Hasegawa
Yota Odaka
Yuto Kumon
Technical Director / Design Engineer
Tsuyoshi Otabe
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