Commentary: Hoge hoge

WOW was responsible for planning and producing the communication design for “Riiiver,” a new IoT platform jointly developed by Citizen Watch and VELDT. To coincide with the launch of Riiiver, the first compatible product, the solar-powered smartwatch “CITIZEN Eco-Drive Riiiver,” was released. Combining the functionality of a smartwatch with the beauty of a wristwatch, this product is characterized by the high degree of freedom it offers users to customize the watch’s functions themselves. By linking it with the Riiiver smartphone app, users can assign their preferred functions to the buttons and freely control the movement of the hands. The promotional video focuses on the distinctive motion of the hands, graphically depicting the various movements of the three hands, the body design, and the color variations in a fast-paced sequence. It also expresses the connections and sharing between apps through this watch by arranging multiple color variations of the watch on a single screen.

I spent a great deal of time working to translate vocalist Taniguchi’s ideas into the concept and story as effectively as possible. The shoot made extensive use of green screens, and chroma key compositing was used to ensure that single-line drawings and live-action footage could coexist naturally. At the shoot, we were led by Takuya Tada, and I would like to express my gratitude.