Warner Music Japan Design & Branding WORLD.WORDS.LIGHTS. by PARTY Tokyo

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WORLD.WORDS.LIGHTS.

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Industry Publishing, streaming & media
Media Design & Branding
Market Japan
Agency PARTY Tokyo
Designer Masashi Kawamura, Qanta Shimizu, Chihiro Konno, Yuri Suzuki
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: WARNER MUSIC JAPAN
Product/Service: ANDROP BAND
Agency: PARTY
Creative Director/Technical Director/Film Director: Masashi Kawamura/Qanta Shimizu
Designer: Masashi Kawamura/Qanta Shimizu/Yuri Suzuki/Chihiro Konno
Director Of Photography: Senzo Ueno
Camera Assistant: Takashi Sakakibara
Lighting: Mitsutaka Mizutani
Lighting Assistant: Koji Oishi/Yosuke Kai/Akihisa Suzuki(Kuroasawa Film Studio)
Toy Design: Yuri Suzuki/Tomoaki Yanagisawa(4nchor5 La6)/Kimura
Device And System Design: Tomoaki Yanagisawa(4nchor5 La6)
Mechanical Engineering: Kimura
Toy Development And On-Site Support: Masamichi Tosa
Anipov: Suns/Moon Laboratory
Film Producer: Satoshi Takahashi/Sachie Aihara
Production Manager: Naoki Moriyama
Film Production: Taiyo Kikaku Co./Ltd.
Offline Editor: Nobuhisa Tokunaga
Online Editor: Hitoshi Kimura
Mixer: Masato Hara
Director - 'Making Of': Takuro Watabe
Post Production: Book
Creative Agency: Party
Media placement: Teaser Making Video - YouTube - 16th January 2012
Media placement: Website - Online Site - 24th January 2012
Media placement: Event - Beams TOKYO CULTUART - 8th Till 29th February 2012

Describe the brief from the client
The brief was to create a music video & promotional items for the Japanese band androp's single ‘World. Words. Lights.’

Describe the challenges and key objectives
The challenge was to create a music video and promotional items for ‘World. Words. Lights.’ with only a low budget. The output had to be engaging and appealing to the tech savvy young audience of androp.

Describe how you arrived at the final design
We developed a series of music video ‘toys’ for the band androp's new dance track ‘World. Words. Lights.’ The lyrics such as ‘lights’, ‘dance music’, and the mechanical beats inspired us to create a series of real dancing robot toys, which we used for the promotion. We filmed the toys to create a music video, brought them to concerts and exhibitions and also sold them online. The profits went to the creators to compensate for the low production budget.
The toys allowed fans to interact with music in a new way, whilst we experimented with a new business model for low budget projects.

Give some indication of how successful the outcome was in the market
The video was showcased on numerous blogs, magazines, and TV shows, and androp's all-Japan tour that is showcased the toys. They sold out in just seconds.