Challenges
One of the biggest challenges in this project was preparing content for 12 different screens, each with unique shapes, sizes, and resolutions, while ensuring a seamless visual experience at Shibuya Crossing. The goal was to synchronize all the screens so that the animation felt cohesive when viewed from multiple angles, creating an immersive spectacle rather than disjointed visuals across different displays. Additionally, the screens in Shinjuku and Osaka Dotonbori required separate formatting, meaning multiple compositions had to be optimized while maintaining the same branding, color grading, and messaging. The challenge was not just a technical one but also a creative one—ensuring that despite the differences in screen configurations, the Halloween-themed bottle reveal remained impactful and visually striking.
Test and Ideation
To explore the best approach for the animation style and visual storytelling, I experimented with various 3D looks and rendering techniques. The goal was to create a mystical yet vibrant atmosphere that complemented the Halloween theme while maintaining a premium and artistic feel that aligned with the brand's identity. I tested different animation solutions to ensure smooth transitions between screens, experimenting with camera movements, timing variations, and scene compositions to find the best way to make the visuals feel unified across all screens. Early look development and simulation tests played a crucial role in refining the final approach before committing to full production.
Beyond the technical execution, strong collaboration and adaptability were essential throughout the project. I worked closely with the marketing team and creative director, ensuring that the visuals aligned perfectly with the brand’s messaging and campaign goals. Frequent feedback loops and stakeholder reviews helped refine the final outcome, making sure that every decision—whether in design, animation timing, or screen composition—contributed to a compelling and engaging campaign. Adapting to last-minute requests, optimizing files for multiple screen types, and maintaining a smooth communication flow were key factors in ensuring the project’s success.
The final campaign exceeded expectations, creating an immersive Halloween premiere experience across Shibuya Crossing, Osaka Dotonbori, and Shinjuku. The synchronized animation brought a vibrant and visually stunning moment to these high-traffic areas, captivating passersby and reinforcing the brand’s presence in Japan. The color themes from the animation spilled into real-world engagement, with attendees and onlookers drawn into the spectacle. The campaign was a major success, strengthening the brand’s position and proving its ability to deliver high-impact, large-scale marketing activations in Japan.
