Creating a fencing viewing experience for someone like me who isn't great at watching sports

Photo: Shugo Takemi / Japan Fencing Association

Hello, I'm Ryosuke Sone from Dentsu Lab Tokyo.
I primarily work as a video director, occasionally as a planner and designer.

Due to the impact of the novel coronavirus, the need for remote sports viewing is gaining attention right now. In this article, I took a look back at past efforts to enhance the live spectator experience at venues.

I'm not great at watching sports.
I don't dislike playing sports, but watching requires knowledge.

Even for sports I know the rules of, I can't fully enjoy the game without knowing the players, each team's tactics and strengths, and the context leading up to that particular match.

The more mainstream the sport—like baseball or soccer—the more we uninformed folks have been looked down upon.

If you dare ask, "Who's Rui Hachimura?", you'll get a response like, "Don't you watch the news?", leaving you feeling incredibly embarrassed. I don't watch it.

Sad Memories of Watching Sports

My alma mater is Fujieda Higashi High School, famous for soccer.
Right after enrollment, we were forced to buy soccer cleats and shorts, and most of our PE classes were spent playing soccer (or so I remember).

Since it was a powerhouse school, I often went to soccer games to cheer them on, and honestly, it was a lot of fun.
Seeing friends I knew well sprinting across the big field made cheering feel incredibly passionate.

"I really want them to win, I want to share their joy!" There was this sense of unity in the stadium, and I could make the drama unfolding right before my eyes feel like it was happening to me.

But watching J-League games is a different story.
Strangers chasing a ball, and in the vast stadium, you can barely see the players' faces, let alone their numbers, without binoculars. Plus, you can't understand what's happening without your friend's commentary.

The wind is stronger and colder than I expected... and then this thought crosses my mind:
"Wouldn't this be better on TV??"

Fencing is super tough

That's why, for about three years now, I've been helping with production for the finals of the All Japan Fencing Championships. A new initiative called "Fencing Visualized," developed by Dentsu Lab Tokyo and Rhizomatiks, had already been unveiled.

Yuki Ota Fencing Visualized Project - fencing × technology

Back then, my impression of fencing was that it was a dynamic sport gaining momentum, with various approaches being taken to raise its profile after Yuki Ota won the silver medal at the Beijing Olympics.

I immediately started watching fencing matches on YouTube to learn more.

The 72nd All-Japan Fencing Championships (Team Event)

I really couldn't tell what was happening.
I can't even tell which side is attacking.
I watch one match with a blank expression, then quietly close the browser.

"The mission of advertising is to make everyone like the product,"

the advertising god whispered to me.
Thank you, God of Advertising.

Peeling off the Stormtrooper mask

Photo: Shugo Takemi / Japan Fencing Association

As you can see, fencers compete wearing masks. Seriously, you can't tell their personalities or physiques at all—just like Stormtroopers (I mean, I don't recognize a single one).
So, first we created an introduction video for the athletes to play right before the match.

When we went to film, we naturally started to see the athletes' personalities.

For example, rivals get along incredibly well. Since the community itself is relatively small, Japan's top-level athletes are all friends, pushing each other to improve. They might attend the same school, be siblings, married couples, or even parent-child coaching teams. With these long-standing, complex relationships, the more I got to know the athletes, the more compelling every matchup seemed.

Women's Sabre Final / 72nd All-Japan Fencing Championships

By the time the competition day arrived, I had become quite knowledgeable about fencing and thoroughly enjoyed watching the matches. Honestly, I'm still a bit fuzzy on the rules, but just knowing the athletes makes watching the sport fun (come to think of it, the Avengers movies aren't as interesting if you don't understand the relationships between the characters...).

And I've also identified some future challenges.
To put it in my own words, it looks like this:

Issue 1: Not knowing the athletes well
Issue 2: Not understanding what's happening
Issue 3: Isn't TV better?

1. I don't know the players well

The following year, we released a lot more SNS videos to help people understand the players' appeal. We interviewed players, showed practice sessions, shared off-the-court moments that revealed their personalities, and built excitement with countdowns leading up to match days.

Photo: Japan Fencing Association

At the venue, we designed and installed monitors so spectators could see the athletes' faces and information (even their heart rates!) during matches. It was structured like seeing Robert Downey Jr.'s intense gaze behind the impersonal Iron Man mask.

Part 2: What's Going On?

We explain the complex rules thoroughly through videos, online resources, and repeated demonstrations at the venue.

However, even with rule knowledge, fencing swordplay is incredibly fast—often too swift to capture within the 30fps frame rate of TV cameras. Fencing Visualized reveals the blade's trajectory, making the split-second strategies and exchanges between athletes visible.

Takamadomiya Cup JAL PRESENTS FENCING WORLD CUP 2019
"Fencing tracking and visualization system" Rhizomatiks
 

Fencing Visualized continues to evolve and was introduced into actual competitions last year. It now captures not only the movement of the sword tips but the athletes themselves, enabling their movements to be expressed in 3D.

3. Isn't TV better?

We also packed in tons of entertainment initiatives to make the venue itself feel special, like:

・Spatial effects using LEDs and DJs
・Dance performances using lasers and transparent screens
・Visualizing the excitement by capturing and visualizing applause and cheers
・Spatial vibrations from ultra-low-frequency speakers during scoring
・Interactive games for guests to enjoy during breaks

If you're having trouble picturing it, you can find a decent overview here!

Fencing Visualized for 2020

Ultimately, sports are exciting because they're exciting

Fencing isn't typically a sport that draws loud cheers, but perhaps thanks to various initiatives, the crowd's support grew louder as the competition progressed, filling the venue with excitement.

On Twitter and AbemaTV, many people seemed genuinely amused by the unique attempts at fencing. Especially seeing reactions like "First time watching but hooked!" or "Don't get the rules but it's amazing!" from new fans made me, as a fellow newbie fan, incredibly happy.

But ultimately, what we discovered while creating various content to make fencing more appealing was this: "Fencing itself is incredibly fascinating!!!"

Real drama is truly unbeatable. The athletes' personal histories and years of dedication transcend any content we create, grabbing viewers' hearts with an iron grip.

Sports are amazing! (Everyone knows that already)

Everyone, please continue to support fencing!!