Anatomy of a winner takes us through the key decisions that took a piece of work from good to great--and won the campaign for Ntt DoCoMo Touch Wood Sh-08C a Golden Lion at Cannes. Here, creative director Morihiro Harano breaks down his process.
It was one of those passed-along web films that cut through the irony and the cats and stopped people in their tracks. The video depicted a wooden xylophone built and deployed in the middle of a sun-dappled forest. A ball was released at the top, and as it rolled down the sloping instrument and dropped onto each wooden “key,” it played an all-natural performance of Bach’s Cantata 147.
No tricks. No computer generated images. Just the light hand of Japanese craftsmen and perhaps an added poignance lent by the timing of the release of the video--completed and launched as the tsunami hit Japan. (Note the sound...
It was one of those passed-along web films that cut through the irony and the cats and stopped people in their tracks. The video depicted a wooden xylophone built and deployed in the middle of a sun-dappled forest. A ball was released at the top, and as it rolled down the sloping instrument and dropped onto each wooden “key,” it played an all-natural performance of Bach’s Cantata 147.
No tricks. No computer generated images. Just the light hand of Japanese craftsmen and perhaps an added poignance lent by the timing of the release of the video--completed and launched as the tsunami hit Japan. (Note the sound...
- 6/23/2011
- by Teressa Iezzi
- Fast Company
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