ADC Awards
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Category
Craft in Motion / Film / Animation
Annual ID
ADC103_MOT079M
About the Work
With its PlayStation®️5 launch in 2020, PlayStation introduced its first global tagline, 'Play Has No Limits.' The tagline sums up PlayStation’s DNA of pushing the boundaries of play and expanding the universe of diverse games to the next-level. Our mission was to familiarize the Japanese market with the tagline and its spirit to enhance brand engagement.
We partnered with a Japanese rock band sharing an affinity with the PlayStation’s spirit.
King Gnu, a four-piece rock band, stands among Japan's hottest musicians with over 3.2 million Spotify subscribers. Their style, known as 'Tokyo Chaotic' or 'Tokyo New Mixture Style,' is chaotically orchestrated with the four's diverse musical styles and outstanding performance skills, drawing inspiration from various genres, including rock, classical, R&B, and jazz. This innovative fusion has been pushing the boundaries of the Japanese music scene.
To coincide with the release of their new album, we unveiled a branded campaign featuring King Gnu and their song 'Asura' written for PlayStation. Our hero film follows four '△〇×□' characters portrayed by King Gnu, breaking their limits and chaotically fusing into the 'Giant Gnu' at the next level. This symbolizes the shared spirit between PlayStation and King Gnu, where diverse forms of play converge to transcend conventional norms and boundaries.
We partnered with a Japanese rock band sharing an affinity with the PlayStation’s spirit.
King Gnu, a four-piece rock band, stands among Japan's hottest musicians with over 3.2 million Spotify subscribers. Their style, known as 'Tokyo Chaotic' or 'Tokyo New Mixture Style,' is chaotically orchestrated with the four's diverse musical styles and outstanding performance skills, drawing inspiration from various genres, including rock, classical, R&B, and jazz. This innovative fusion has been pushing the boundaries of the Japanese music scene.
To coincide with the release of their new album, we unveiled a branded campaign featuring King Gnu and their song 'Asura' written for PlayStation. Our hero film follows four '△〇×□' characters portrayed by King Gnu, breaking their limits and chaotically fusing into the 'Giant Gnu' at the next level. This symbolizes the shared spirit between PlayStation and King Gnu, where diverse forms of play converge to transcend conventional norms and boundaries.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
Six Inc.
Art Director
Kei Kawabe
Creative Director
Yuta Okuyama
Director
Sojiro Kamatani
Director of Photography
Tomoyuki Kawakami
Producer
Mamoru Inagaki
Naohiro Tanimura
UI Designer
Omochi Mochigome
3D Character Designer
Yuki Morita
Yuya Fukuda
3D Scan
Yosuke Kuboe
Agency Business Producer
Sho Amuro
Kiyomi Wada
Saki Irie
Agency Executive Manager
Daisuke Ito
Assistant Director
Naoki Kaneko
CG Director
Naoki Takano
CG Producer
Tokihiko Tsukamoto
Natsumi Maki
Colorist
Yoshiyuki Nishida
Creative Planner
Masako Suzuki
Yusuke Amagai
Gentaro Yajima
Gaffer
Koshiro Ueno
Hair
Takai
Makeup
Yuka Hirac
Mixer
Masayuki Sato
Music & Starring
King Gnu
Offline Editor
Takayuki Tochizawa
Online Editor
Akio Sakamaki
Producer / Production Manager
Yuya Yahiro
Production Designer
Chihiro Matsumoto
Sound Effects
Akihito Narita
Special Effectiveness
Hiroyuki Hatori
Special Makeup
Yoshio Komatsu
Stylist
Shohei Kashima
Ilsu Jang
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