Warner Music Japan Design & Branding BRIGHT SIREN by PARTY Tokyo, Tokyo Ad Party

BRIGHT SIREN

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Industry Publishing, streaming & media
Media Design & Branding
Market Japan
Agency PARTY Tokyo
Agency Tokyo Ad Party
Director Masashi Kawamura, Qanta Shimizu, Masatsugu Nagasoe
Creative Director Masashi Kawamura, Qanta Shimizu
Art Director Masashi Kawamura, Qanta Shimizu
Released January 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: WARNER MUSIC JAPAN
Product/Service: ANDROP BAND
Agency: PARTY
Creative Director/Film Director/Art Director: Masashi Kawamura/Qanta Shimizu
Creative Director/Film Director/Technical Director: Qanta Shimizu
Film Director: Masatsugu Nagasoe
Director Of Photography: Takayuki Shida
Gaffer: Satoshi Mizoguchi
Set Design: Toshihiko Takashima
Technical Director/Programmer: Masanori Mori/Daisuke Nakamura
Web Director: Roy Ryo Tsukiji
Web Designer: Wookie Choi
System Engineer: Masanori Mori
Programmer: Yoshihiro Kunihara/Ken Ishizuka/Nobuaki Arikata/Junichi Arakawa
Creative Assistant: Miho Ishizuka
Film Producer: Yasuhito Nakae/Hisaya Kato
Assistant Producer: Takafumi Shindo
Production Manager: Hiroto Hashimoto
Film Production: Aoi Advertising Promotion
Digital Production: Img Src/Birdman Inc.
Camera Support: Canon Marketing Japan Inc.
Music: Androp 'bright Siren'
Creative Agency: Party
Media placement: Music Video - YouTube - 22nd July 2011
Media placement: Broadcast - SSTV (Cable TV channel) - 26th July 2011

Describe the brief from the client
To create a music video for the Japanese band androp's first debut single ‘Bright Siren’.

Describe the challenges and key objectives
The objective was to create a music video & online experience for the song ‘Bright Siren’ by the Japanese rock band androp, and appeal to their young & tech savvy fans.

Describe how you arrived at the final design
The song Bright Siren sings about memories. This and the title Bright Siren inspired us to use camera strobes as pixels to create an animation out of lights. We actually lined up 250 cameras and controlled each strobe through Flash, openFrameworks, and Arduino to create the light animation. All the lights in the film are real, and no CG was used.

Give some indication of how successful the outcome was in the market
The video has so far gained over a million views on YouTube, creating a buzz online not just in Japan, but also worldwide. It was showcased in countless blogs, magazines, and TV shows, successfully gaining new fans around the world.