Cannes Lions

VS OBSESSION

GREY, Tokyo / PROCTER & GAMBLE / 2022

Film
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Overview

Entries

Credits

OVERVIEW

Execution

The work takes place in a sea of social networking sites where a variety of comments drift by.

All the enormous amount of voices are designed as sea creatures.

Everything was modelled in 3D, including the whale made of large letters, and each of the heart symbols for "like", which appear in vast numbers, was designed to move like a small fish swarming around her.

The entire sea is depicted with a digital, inorganic texture, but at the same time, by adding organic movement, I was able to remind the viewer of the fear that lurks in the seemingly beautiful and perfect sea, suggesting the fear that occurs in the age of social networking, when people are swallowed up by one-sided opinions, without being able to change their minds.

The movement of her hair, the words moving like sediments on the ocean floor, the lighting changing as it gets deeper.

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