Sony Interactive Entertainment: Gravity Cat [presentation image]

Credits & Description:

Title: Gravity Cat
Agency: Hakuhodo Inc.
Brand: Sony Interactive Entertainment
Country: Japan
Entrant Company: Tohokushinsha Film Corporation, Tokyo
Advertising Agency: Hakuhodo Inc., Tokyo
Production Company: Tohokushinsha Film Corporation, Tokyo
Creative Director: Yuta Okuyama (Hakuhodo Inc.)
Planner: Yusuke Amagai (Hakuhodo Inc.)
Planner: Keita Togawa (Hakuhodo Inc.)
Planner: Yuki Yokoi (Hakuhodo Inc.)
Account Executive: Kiyomi Wada (Hakuhodo Inc.)
Account Executive: Maiko Hayashi (Hakuhodo Inc.)
Producer: Takashi Aso (Tohokushinsha Film Corporation)
Producer: Tatsuya Sunohara (Tohokushinsha Film Corporation)
Production Manager: Takuya Omura (Tohokushinsha Film Corporation)
Production Manager: Takuya Sugimoto (Tohokushinsha Film Corporation)
Director: Show Yanagisawa (The Directors Guild)
Director Assistant: Masumi Nishibori (The Directors Firm)
Cinematographer: Ryoken Okamura (Sturgeon)
Cinematographerassistant: Shinji Kawai (Free)
Lighting Design: Atsutoshi Ueno (Free)
Lighting Design Assistant: Kohsei Kobayashi (Free)
Set Designer: Yukiko Kuribayashi (Free)
Art Production Manager: Shunsuke Okutani (Nouvelle Vague Co.,Ltd)
Offline Editor: Etsuko Kimura (Active Cine Club)
Offline Editor: Hanako Tabata (Active Cine Club)
Online Editor: Kenichi Sasaki (Defense)
Sound Designer: Erito Ayaki (Free)
Sound Effect: Yoshio Nakamura (Free)
Music Producer: Kazuyoshi Tonami (Yuge Inc.)
Cg Producer: Hisamichi Kido (Omnibus Japan Inc.)
Cg Production Manager: Chu Ikebe (Omnibus Japan Inc.)
Cg Director: Tetsuaki Matsumoto (Omnibus Japan Inc.)
Cg Artist: Satoru Ichikawa (Omnibus Japan Inc.)
Cg Artist: Masaaki Nakae (Free)
Free: Yasuhiro Kato (Free)
Describe the campaign/entry:
Our idea is to make a cat video in the new laws of gravity beyond Newton’s laws.
To communicate the fun of gravity changes, We made live-action film featuring a girl and her cat freely running across the walls and ceiling in the real world.
Creative Execution:
We tackled challenging visual expressions, including one-cut takes, POV filming, animal takes, and gravity changes. We made it as realistic as possible to get viewers questioning/wondering how it was made, and to give it the wow factor.
The story of a university student struggling with her thesis and eventually being freed from set ideas was created to make the film more than a gimmick, and to convey the message of the game: “Break out of your world’s box.”