Social and Influencer > Online Video
GRAVITY CAT
TOHOKUSHINSHA FILM CORPORATION, Tokyo / SONY / 2017
Awards:
Overview
Credits
Overview
CampaignDescription
Our idea is to make a cat video in the new laws of gravity beyond Newton’s laws.
To communicate the fun of gravity changes, we made live-action film featuring a girl and her cat freely running across the walls and ceiling in the real world.
Execution
We tackled challenging visual expressions, including one-cut takes, POV filming, animal takes, and gravity changes. We made it as realistic as possible to get viewers question and wonder how it was made, and to give them the wow factor.
The story of a university student struggling with her thesis and eventually being freed from set ideas was created to make the film more than a gimmick, and to convey the message of the game: “Break out of your world’s box.”
Outcome
01.The most LIKEs in history on PlayStation Japan channel.
02.Over 3 million views on Youtube and social medias.
03.Over 270 articles in the world.
Strategy
To generate buzz for the film, we decided to feature a cat, because a cat is the main character’s sidekick in the game and cat videos are immensely popular on the internet.
Synopsis
A live-action film was produced to promote GRAVITY DAZE 2, a gravity action-adventure game where gravity gets a 360-degree makeover. To communicate the fun of gravity changes, the film features a girl and her cat freely running across the walls and ceiling, and falling into the sky in the real world.
Because a cat is the main character’s sidekick in the game, and cat videos are immensely popular on the internet, we featured a cat to generate buzz for the film. We tackled challenging visual expressions, while making it as realistic as possible to get viewers to question how it was made, and to give them the wow factor.
The story of a university student struggling with her thesis and eventually being freed from set ideas was created to make the film more than a gimmick, and to convey the message of the game: “Break out of your world’s box.”
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