Young Creators Explore the Possibilities of Digital Expression [Part 1]

Valentine's season brightens the city's atmosphere. Dentsu Inc., alongside young creators, adorns the digital signage at Toei Oedo Line's Roppongi Station with flowers. "We hope it becomes an opportunity to remember someone special or bring couples closer," said Asuka Tada, the planner in charge. The project "Let's Bloom Together. Happy Valentine’s Day 2015."

"Let's Bloom Together. Happy Valentine's Day 2015"

From February 9 (Mon) to 15 (Sun), the "Roppongi Home Vision" digital signage—developed and installed last year by Dentsu Inc. on the platform of Toei Oedo Line's Roppongi Station—featured a floral video installation by young Dentsu Inc. creators themed "Let's Bloom Together." It also offered an interactive flower fortune-telling system operable by human movement. This joint project between Dentsu Inc. Creative Direction Center (C.D.C.), whose mission is to increase opportunities for creators, and the OOH Division, was implemented to explore the potential of digital creativity together with both in-house and external young creators.

When petals dance in the wind...

——This time, we gathered planner Asuka Tada, copywriter Natsumi Kani, and Akiko Suzuki, who works independently as a floral artist. Was using fresh flowers an idea that existed from the start?

Tada: Since art school, I've created pressed flower artworks and used flowers in artwork for work too. But Tetsuya Watanabe, who served as Creative Director this time, didn't specifically say "use flowers," and I hadn't decided on it myself either.
　First, I researched "Valentine's Day" objectively. I discovered that while in Japan it's common for women to give chocolate to men, overseas there's a tradition of men giving flowers to women. That's when I thought we could use Valentine's Day as an opportunity to send the message, "Let's give flowers to someone special." That's why I decided on the flower concept. From there, the image developed: "When petals are blown by the wind, floral letters like 'LOVE' remain."

——Was it Tada-san's idea to bring Suzuki-san and Kani-san on board?

Tada: Yes, that's right. Suzuki-san is also a senior from art school, and we've worked together several times before. When I decided "let's go with flowers" this time, I really wanted to ask him. I asked Suzuki-san to handle the specific flower selection and the floral arrangements for the flower lettering.

Asuka Tada, Art Director at Dentsu Inc.

Considering how flowers appear through the camera lens

——That's one of the projects in this campaign, the "Flower Installation." How did you feel when you were invited, Suzuki?

Suzuki: In the floral industry, we'd known for a while that overseas, men give flowers to women for Valentine's Day, so that aspect also piqued my interest. Early on, Tada-san proposed color schemes and suggested flowers with meanings close to "LOVE" for the floral lettering "LOVE." We used that as a starting point and worked together to finalize the actual flowers to use.

——Your work usually centers around floral arrangements. How was this kind of dynamic project using flowers?

Suzuki: It felt like an evolution of the work I've done before. What was particularly challenging for me was the aspect of "shooting and viewing it on video." How flowers appear to the naked eye versus through a camera lens is completely different. I really had to think about how much detail to include, like ensuring the flower lettering remained legible after petals were blown away by the wind.

The completed installation. Without using CG, the dancing petals and letters were expressed solely with fresh flowers. There are four patterns in total.

——Kani-san, I understand you were mainly involved with the other piece, "Fortune Telling with Flowers Together" (*). How exactly is this displayed?

※The interactive content "Fortune Telling with Flowers" is displayed only on one side of Pillar 34 on the Tokyo Midtown side of Platform 2.

Kani: Two people stand in front of the signage and follow the on-screen instructions to make gestures. The system detects these and starts a compatibility fortune-telling. It might say things like "You're the type who should kiss more"... Reading it out loud feels a bit embarrassing (laughs), but it displays that type diagnosis and an explanation. Underneath the flower characters in the floral installation, there's also copy inspired by those characters.
　The fortune-telling concept emerged after the installation plan was finalized, so we developed it based on the direction provided by Mr. Tada and Mr. Suzuki.

When two people make gestures like the illustrations, they can experience the compatibility fortune-telling.

Tada: In discussions with Watanabe-san and the OOH team, we decided to also incorporate projects that leverage the unique capabilities of digital signage.
　This digital signage can be equipped with audio sensors and motion capture, allowing it to react to the movements of people standing in front or respond to the sound of an approaching train. That's where the connection to "flowers" came in. We wanted something people could enjoy together with someone they're interested in around Valentine's Day, which led to the idea of "Flower Fortune-Telling." At this stage, it became clear the project needed copywriting, so we brought in Kani-san.

If we could bridge the still awkward distance between the two of them...

——So by early January, the direction and team for both projects were pretty much set. Copywriters sometimes join right from the planning and concept stage, while other times they come in later. How was it this time?

Kani: This time, I was brought in before the concept was fully solidified. So, I felt there was still plenty of room to refine things together, which really heightened my excitement about being involved in the project.

Copywriter Natsumi Kani, Dentsu Inc.

Tada: Initially, the idea was "Flowers from men to women." But when we actually had the copy written, everyone started thinking, "Maybe we shouldn't fixate so much on gender." Upon reflection, since station platforms are public spaces where all kinds of people pass through, we reconsidered that it might be better not to limit the audience.
　As a result, we designed both the flower installation text and the fortune-telling messages to be naturally accepted by anyone, regardless of gender.

——Earlier you mentioned "enjoying it together with someone special." Since this was a Valentine's project, was there anything you were particularly conscious of?

Tada: From the moment we were approached, I wanted this to be more than just showcasing new digital signage technology; I wanted the expression itself to carry a meaningful message. Since Valentine's Day was the theme, I hoped seeing the signage might inspire someone to think, "Maybe I'll give flowers today," or actually prompt them to take action.
　As for the interactive concept using the signage's reactions, we all brainstormed what kind of thing would make someone want to join in after seeing others do it. It was quite a struggle before we landed on "fortune-telling." We narrowed it down hoping for an effect that would make people chuckle a bit, or help even awkward couples become closer, because if the motion starting the fortune-telling or the displayed copy was too girly, it would be embarrassing (laughs).

Suzuki: I thought from the start that Valentine's Day is an event that catches the attention of every Japanese person, and linking flowers to it would make it memorable.
　Especially since romantic memories are so vivid, right? Fresh flowers are meant to be enjoyed in that fleeting moment, so it's interesting how they can be present when creating a memory of that instant. I've always wanted to do work that helps create those kinds of memories. That's why this time, I wanted to use fresh flowers and leverage the power of video to create that kind of moment.

Flower Artist Akiko Suzuki of Mitsurin Tokyo

Kani: Receiving flowers is of course delightful—it's a little surprise. I thought the slightly unusual thing happening at the station you always pass by was also a surprise. I hoped this might spark conversations you wouldn't normally have, creating a surprise between the two of you. So I included everything from sweet surprises to ones that make you chuckle.

The project "Let's Bloom Together. Happy Valentine's Day 2015," created by a team of over 20 people led by three main members, will be on display from Monday, February 9th to Sunday, February 15th. If you're using the Oedo Line, please stop by and take a look. In the second part of the roundtable discussion, we'll hear about the actual shoot, the late-night preparations on-site the day before the event, and the potential of digital signage.

Special Thanks
CD Tetsuya Watanabe (Creative Direction Center)
AD/Planner Asuka Tada (1CRP Bureau)
CW Natsumi Kani (1CRP Bureau)
Dir: Gaku Ito (Taiyo Kikaku)
Pr. Katsuya Fujisaki, Hirotaka Tochihara (Taiyo Kikaku)
PM: Chiharu Naganuma (Taiyo Kikaku)
Cam Yasukata Kotake
Light: Tatsuya Doi
Flower Artist Akiko Suzuki (Mitsurin Tokyo)
ED: Toshihiko Odabe (Taiyo Kikaku)
Digital Signage Supervision: Haruhiko Yasuda (Chromagnon)
Special Cooperation: Ichiro Kinoshita (Creative Direction Center, Director),
　　　　 Yoko Ojima, Taku Shimizu, Yuri Yoshiyuki, Akinori Okai (OOH Division)