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An Advertising Agency Tries Its Hand at Producing a Next-Generation "8K" Live-Action Drama
"4K/8K" is gaining attention as the next generation of high-definition image quality. Compared to current high-definition (2K), 4K offers four times the pixel density, while 8K provides a staggering sixteen times the pixel density for image expression.
At Dentsu Digital Inc. Platform Center's Planning and Research Department, we are advancing projects related to this "next-generation imaging technology." As part of this, I am working with a creative team to produce experimental 8K content to explore the potential applications of high-definition technology.
In this column, I will discuss our efforts to verify the potential for "new expressions leveraging 8K characteristics" through the production of 8K video content.
First, let's outline the current landscape of 4K/8K video.
According to the "Roadmap for Promoting 4K/8K" published by the Ministry of Internal Affairs and Communications, the target state for 2020 is "4K/8K broadcasting is widespread, and many viewers are enjoying 4K/8K programs on commercially available televisions." Operators participating in the 4K/8K satellite broadcasts starting in 2018 and beyond have also been decided.
Beyond broadcasting, 4K/8K applications are advancing.
For example, in medical settings, 8K technology applied to endoscopic cameras now allows fine blood vessels and nerves, previously difficult to see with conventional technology, to be displayed clearly on monitors.
In art research, 4K/8K displays now reproduce "three-dimensionality," "texture," and "color" nearly identically to the actual object. This enables experimental research on artworks remotely via display and 4K/8K exhibitions of works not open to the public.
Currently, 8K-related equipment under development is high-end and targeted at corporate use. However, once general-purpose devices for the public become available, the application of high-definition imaging technology will likely expand into even more fields.
As seen in 8K adoption across industries, the shift from HD or 2K to 4K/8K video holds potential beyond simply making images "look prettier." It unlocks diverse possibilities for advancement.
"The expression of the whole and the details" made possible by "8K live-action footage with direction"
"Expressing both the whole and the details"
Dentsu Inc. recently released information about the 8K live-action drama "Encirclement Formation F".
Based on the stage play "Encirclement Formation Z" by the theater company Europe Kikaku, led by Makoto Ueda, this drama was filmed using high-definition 8K resolution technology.
■8K Live-Action Drama "Encircling Formation F" (Production: Dentsu Inc./ROBOT/Europe Project)
This work observes incidents unfolding in nine rooms arranged on a flat plane from a fixed-point camera's overhead perspective. The high-definition imagery unique to 8K resolution captures the minute details of each room and the expressions on people's faces.
Regarding the creative intent behind this work, we received comments from Hiroshi Koike of CDC, who serves as director for Dentsu Inc. 8K productions.
As Dentsu Inc., having produced 8K works, we decided from the start this year to try "live-action" – something we hadn't challenged ourselves with before.
That said, 8K live-action footage itself already exists extensively in sports and landscape imagery. When taking on this challenge, the question was: "What should Dentsu Inc. shoot in 8K?"
Among the possibilities, we considered something untried and a new expressive idea: 8K live-action filming from a fixed overhead perspective.
In this work, "Encircling Formation F," designed to be viewed in an 8K playback environment, we were able to pack in detailed expression down to the text on posters on walls and computer screens. For viewers, there's the fun of "seeing the details" no matter how many times they watch the same footage.
What exceeded expectations this time was the actors' performances, which evolved in tandem with the visual technology.
The actors who collaborated with us are members of the theater troupe Europe Kikaku. They are the very performers who have staged the original play "Encircling Formation Z" countless times. However, performing within a single frame, from an overhead perspective, while nine rooms tell simultaneous stories, was naturally a first for them. The actors energetically embraced this new style of acting tailored to the filming technique and clearly found it very engaging.
When and how to look up and make eye contact with the camera. Acting with subtle gestures or fiddling with small props in the corner of the frame, conscious that viewers could see every detail of the set. I believe the very nature of the work – that viewers could see every aspect of their performance – ignited their acting spirit.
And the greatest achievement was being able to conceive "new directing techniques unique to high-definition video." In conventional TV programs, the production team would focus close-ups on "what they wanted to show," using camera switching to create "the viewer's perspective." Essentially, directing concentrated on a single viewpoint, while the unseen areas were not prioritized.
In contrast, this series, shot entirely from an overhead perspective, features moments where characters moving through rooms look straight up at the viewer's eyes, or where significant events unfold quietly in a different room while the main conversation progresses elsewhere. Directing techniques premised on the viewer's freedom to choose their viewpoint are woven throughout.
As the visuals change, so do the acting and directing. Through this project, we discovered yet another possibility for new visual expression.
Dentsu Inc. CDC, Hiroshi Koike
While not in 8K, we've released a 4K digest version on YouTube. We believe you can still get a sense of the video's atmosphere.
YouTube: [1-Minute Opening Digest] Encircle Formation F (dentsu 8K project / 4K Quality Version.)
Furthermore, "Encircling Formation F" was selected as one of the 2016 fiscal year 8K verification content pieces by the Advanced Broadcasting Service Promotion Association, and its use in test broadcasts is planned for the future.
"Animation," "Spatial Audio," "Live-Action Drama"
Dentsu Inc.'s Journey in 8K Content Production
Dentsu Inc. has been actively involved in producing various 8K content.
In 2016, it released two works: the 8K resolution animation "LOOP JAPAN" and the 22.2ch surround sound content "Finding Cats in 22.2ch~", designed for 8K broadcast waves.
While these were strictly experimental works not intended for public release, the production process yielded valuable feedback.
■8K Resolution Animation "LOOP JAPAN" (Production: Dentsu Inc./ROBOT/groovisions)
Dentsu Inc.'s first 8K content production, "LOOP JAPAN," is an animated work.
What happens when you create animation in 8K resolution, which boasts 16 times the number of pixels compared to the current Full HD standard?
The answer was that it enabled ultra-precise "detailed depiction."
For example, on a massive 200-inch display, if you first view the entire scene from a distance and then move right up close to the display, with HD, the animation illustrations would blur and appear as mere dots. However, with 8K, even at close range, every detail remains crystal clear.
In the case of "LOOP JAPAN," this means even the movements of people dancing beneath the Tokyo Tower, which appears as small as a pea, can be rendered with meticulous detail.
Unfortunately, we cannot show you the 8K resolution version, but please take a look at the 2K version video for reference.
YouTube: LOOP JAPAN (dentsu 8K project / 2K Quality Version.)
Additionally, "LOOP JAPAN" explored a new viewing experience for when 8K broadcasting becomes commonplace in homes by implementing "second screen" support for smartphones.
View the overall scene on TV while using your smartphone to zoom in on specific details at your desired scale. This mechanism might become commonplace in 2020 sports broadcasts.
■22.2ch SurroundContent "Finding Cats in 22.2ch"(Production: Dentsu Inc./ROBOT/Invisible Designs Lab)
The second work, "Finding Cats in 22.2ch," is a sound content project focused on "22.2ch multichannel audio," which is planned for support in 8K broadcasting. While not a visual content piece itself, it's being developed alongside 8K video as an accompanying audio technology, hence its inclusion here.
22.22.2ch Multi-Channel, as the name suggests, is a system designed for 22 speakers and 2 subwoofers. It can produce "3D audio" with a sense of space far surpassing standard 5.1ch surround sound, delivering an immersive experience that makes you feel like you're truly in a concert hall or sports stadium.
To explore the expressive potential of 22.2ch, we wondered, "Beyond simple immersion, could we make the very nature of spatial audio itself into content?" This led to the project of guessing how many cats are present based on their meows.
Unfortunately, we cannot provide a 22.2-channel playback environment for everyone to experience this content. However, you can simulate the experience using "binaural recording" technology. Please listen to the video below with headphones.
YouTube: Finding Cats in 22.2 Sound (dentsu 8K project / Binaural Version.)
Changing broadcast standards isn't just about making images clearer. For example, when terrestrial digital broadcasting started, "data broadcasting" became available. This allowed viewers to participate in quizzes while watching the program or get real-time information about the clothes worn by the cast. It created a new viewing experience.
The significance of the "Finding Cats in 22.2ch" initiative lies in exploring "the potential for new viewing experiences in practical 8K broadcasting" from perspectives beyond just image quality, and it yielded various discoveries.
The potential of future 8K video technology and
Our Goals
Finally, let's discuss the future outlook for 8K.
As mentioned earlier, 4K/8K is being utilized in medical and art fields. In these domains, higher resolution offers clear advantages, so 8K adoption will likely accelerate.
Furthermore, in the currently trending VR field, where pursuing experiences closer to reality is key, development of ultra-high-resolution imaging technology beyond 8K is also advancing.
On the other hand, regarding general consumer use, a common question is: "Current video quality is perfectly satisfying—do we really need even more beautiful images?"
However, I don't believe this debate itself will halt the spread of 4K/8K. Looking back at past broadcast standard transitions, there were also discussions about the necessity of improved picture quality and the issue of replacing televisions during the shift from analog to digital terrestrial broadcasting. But now, when you see the images from those analog broadcasts, don't you find yourself surprised, thinking, "We were watching images with such poor quality?"
Even before 8K, 4K-compatible TVs, which are currently gaining traction in the market, are already providing users with new entertainment. While practical 4K broadcasting hasn't started yet, video streaming services like "Netflix" and "dTV," along with high-end gaming consoles like the PS4 Pro, are increasingly offering rich 4K-compatible content.
Once 4K/8K TVs become widely adopted, usage will likely expand further.
Beyond broadcasting, changes are already underway as smartphones and digital signage adopt high-definition capabilities. For details on Dentsu Inc.'s 4K digital signage proof-of-concept experiment, see the article below.
How Will "4K Video" Transform the World? A Proof-of-Concept Experiment in Shibuya!
http://dentsu-ho.com/articles/5017
One of the reasons advertising agency Dentsu Inc. is pursuing 4K/8K is to accumulate know-how for new advertising expressions and content creation using this technology as high-definition imaging evolves. It also seeks to explore the potential for unprecedented new user experiences.
The advancement of high-definition video paves the way for new creative approaches, event applications, and diverse solutions.
Please keep an eye on the expanding possibilities for expression.
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Author
Shōtarō Shimomoto
Dentsu Inc.
Business Production Bureau
Joined the company in 2013. Originally from Osaka. Gained experience managing various web media including video platforms, review sites, SNS, and communication apps. Transferred to the Planning and Research Department in 2015. Handles next-generation video technology projects and broadly oversees digital promotion initiatives from planning to production.
