The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

Camouflage Against the Machines

Agency DENTSU INC. / Tokyo + Qosmo, Inc. / TOKYO + Dentsu Creative X Inc. / Tokyo



Innovation & Transformation / Innovation in Design

Annual ID


About the Work

We are living under surveillance of AI. While we are being able to manage our own personal information online recently, for example being able to manage how cookies are used, AI-based security cameras and in-store customer analytics are labeling individuals based on their appearances and using their information without their permissions in the cities. There has yet to be a full discussion on this issue. The textile label UNLABELED has developed camouflage patterns that occur misrecognition of AI for clothing to raise awareness of the issue. The patterns are generated by a unique system that uses a technique to trigger the AI to falsely recognize what it sees. In collaboration with an apparel brand NEXUSVII., we created hoodies, crew sweatshirts, bags, and skateboards with our camouflage. Wearing these items will reduce the recognition rate of AI. In October 2021, we opened a pop-up store in Shibuya, the largest source of culture in Japan, sold the items and demonstrated the surveillance and how our products work. UNLABELED camouflages represent our rights to privacies. Visitors realized the unilateral labeling by the AI in the city and their rights to privacies.The products were almost sold out during the exhibition period, and requests for purchase were received from overseas. Our alternative approach through fashion became a hot topic around the world and has been covered in more than 120 media, including technology, fashion and culture media and news shows. Our message reached wide range of the people. Clothing is one of the most primitive stuff in our life, and fashion, what we wear represents individuals and the era. Our strategy of human-centric approach (but utilising the technology) utilizing fashion from Shibuya was the best way to spread the message about the issue of the era.

2022 Awards

Total Points: 21



Dentsu Inc. / Tokyo

Production Company

Qosmo, Inc. / TOKYO
Dentsu Creative X Inc. / Tokyo

Art Director

Yusuke Koyanagi


Risako Kawashima


Sho Takahashi

Creative Director

Naoki Tanaka
Nao Tokui


Ryo Funamoto

Product Manager

Tomotaka Inoue


Yuki Tanabe


Yuma Shingai

Project Manager

Sota Suzuki

Exhibition Director

Kei Murayama
Yusuke Yamagiwa

Machine Learning

Ryosuke Nakajima

Movie Director

Sotaro Ogi

Movie Producer

Takahiko Kajima

Movie Production Manager

Shogo Honda

Product Director

Tomohiro Konno

Visual Programmer

Shoya Dozono
Robin Jungers

Related Awards





Follow Us