The design for the campaign to promote an 8K experience to the European market with the TV drama film based on the Nobel.
1: The Key visual (KV) and the film trailer graphics for NHK TV drama based on "An Artist of The Floating World" written by The Nobel Prize author Kazuo Ishiguro.
2: Promotional poster design for 8K UHD (Ultra High Definition) immersive experiences featuring various TV documentaries and drama series.
The brief was to create exclusive Key Visuals (KV) that speak to the European market whilst keeping the distinctive atmosphere of vintage Japan-themed film. The film and its promo was presented at MIPCOM, the global media & entertainment industry conference in France. The client wanted a modern design representing "a nostalgic drama" without falling into stereotypical traditional styles.
Visual content strategy
The client requested to differentiate the Key Visual from traditional Japanese fashion. There are distinctive elements in the novel, and we needed to reflect all of them in a simple form.
The solution was to develop the style based on European Avant-garde whilst maintaining a characteristic trend that Japan had in the post-WWII era. Minimalism and maturity was the core to balance both styles.
1: A poster / Key Visual (KV) design
Illustrated figure rising from a fire; an essential part of the story. The smoke portrays the main character's reflections, and it morphs the character's face. The concept is a visualisation of "Inescapable thoughts".
The title design has a mixture of hand-drawn calligraphy and serif font to signify emotional instability and separation from reality.
2: Animation for the trailer produced by Think Make Create
Motion graphics clips illustrate captions with a branded visual element. The style focuses on the act of burning, and the tone of texture aligns with the KV. Burning animation progresses as it goes, and then it burns off.
3: A promotional poster for the 8K TV experience
As it's about technology and stories, we looked at the notion from the moving picture's perspective and explored various storytelling methods with still images representing NHK's 8K TV programmes.
The concept is an immersive window, exhibiting various images with stories of own. It aligns with the tagline "Live The Story" written by TMC.
An 8K-shaped window with luminous light reflections hints at an ULTRA resolution screen. Images appear like a story that progresses clockwise from nature, places, human, sky, and some figures pop out as if alive.
Completion and support
In addition to final deliverables, we supplied a template kit of the poster with layers and text. The marketing team could utilise the design into various format and purposes from print to digital marketing.
Artwork was used in various formats and platforms throughout the campaign and at the venue to increase the recognition.