Mana Morimoto

Brand film for C3fit IN-Pulse, a product that lets you measure your heartbeat just by wearing it. Heart rate data sent from runners was converted into beats in real time through programming and a PA system, then played on a track and field course. The film documents the creation of “heartbeat music,” generated by the heartbeat rhythms played by multiple runners and the ensemble they formed together. Although it was a technically demanding project, the skills and focus of the elite team led by Kosai Sekine worked a miracle, successfully capturing the runners at their very best. While highlighting the product’s features, the film keeps its narrative focus squarely on “people,” getting as close as possible to the runners’ genuine emotional shifts—moments of inspiration, excitement, and a sense of accomplishment.

The first JKD work of 2015 was an LED kaleidoscope installation created in collaboration with the fully mirrored concept car, the Toyota Mirror Harrier. A triangular prism mirror tunnel, approximately 7 meters long, was installed at a venue in Roppongi Hills, and 30 patterns of audio-visual content were projected from LED panels at the back. In front of the tunnel, a tablet stand with a built-in control terminal was set up. Visitors could select their preferred content from a menu, project various visuals, and customize the artwork’s color tones, allowing them to enjoy their own unique artistic kaleidoscope visuals. The installation received an excellent response from a wide range of audiences.

What Coleman, the U.S. brand with more than 100 years of history, conveys in this film is the spirit of “dive into nature and have fun with whatever unexpected things come your way.” The piece is composed of two parts: the first is a road-movie segment in which four rappers search for a campsite while overcoming unforeseen mishaps, and the second is a session around the campfire at the end of the day, featuring improvised rap. Especially noteworthy is the “cypher” scene from 2:32 onward, where words are connected entirely on the spot through pure improvisation. (*A cypher is a word art form similar to a jazz session, in which rappers gathered in the same place build on one another’s words, layering inspiration and creating a chain reaction.) To realize an authentic cypher in the midst of unpredictable nature, JKD selected four highly skilled rappers: “Tagaryu” and “Big Ben” from Stillichimiya, who are based in Yamanashi and actively engaged in wide-ranging work; “Chirpuso,” a new-generation freestyler drawing attention for his exceptional skills; and “Chinza DOPENESS,” a genius rapper known for his broad and diverse activities. The result is a work in which these four singular talents weave together an improvised Japanese-language art form, allowing viewers to feel its groove and creativity. The video director is Sojiro Kamatani, who also drew attention for the web movies “Girl’s High School Ninja” and “The World’s First Cute Miso Soup.” With outstanding taste and a vivid sense of realism, he captures the outdoor magic that turns any mishap into a cherished memory. The trackmaker is Olive Oil.

A global campaign originating from Japan for Asics Tiger. In conjunction with the worldwide launch of shoes made from a special material that changes color depending on the viewing angle, the creative work co-produced by JKD and Beacon Communications was rolled out in July 2016 as a global campaign spanning North America, Asia, and Europe. In the video, the story of a protagonist like a chameleon, who blends into the bustle of the city and disappears or stands out with a striking presence, is expressed using a technique called slit-scan. In collaboration with director Hiroshi Kondo and composer Yoshiteru Himuro, it was completed as a powerful branded music video.