Tomy TVCF

tvcf movie shooting planning network


TYAは戦略的なクリエイティブがウリですが、その領域はおもちゃ業界もカバーしています。おカタい仕事が増えてきた私たちも、実は柔軟な発想の持ち主であり、こういった仕事こそ真価を発揮することがあるのです。ただ今回はもう一つ違う戦略が求められました。「予算は小額だが、インドネシア向けのTVCFを作ってくれないか」。提示されたのはかつて無い予算。とはいえ子供向けの楽しそうなお仕事。できるできないはともかく、どこまでできるかを試す心持ちで私たちはクリエイティブをスタートさせました。

We like to say that we specialize in Strategic Creative, and this is even true for board games. While many of the jobs that we do lately are a bit more conservative, we also pride ourselves on being flexible as well as creative. And for this project, our flexibility was really put to the test. We were asked if we could make a TVCF for Indonesia, but with a limited budget. The budget wasn’t limited, it was limiting. But it looked like a lot of fun and was targeted at kids, so instead of thinking about what we could or couldn’t do, we started our creative with what we wanted to do.

商品の楽しさを表現するためには、実際にプレーするシーンが必要です。今回の場合は、コストのかかるインドネシア撮影で現地の子供を出演させることが一般的な考え方です。しかし、私たちはレーサーを使った企画を提案し、衣装で人種が特定できないよう工夫することで国内撮影で完結させ、同時にその後の他国への展開にも対応させました。そして迫力のあるCGとSEで演出を加え、商品の世界観を表現しました。さらに、私たちは重要な役割を担うナレーションにもこだわり、TYAのコネクションを活かして現地の人気ナレーターを起用しました。

A major wall to climb was that since it was a new game, we had to show kids playing it and make it look fun. Of course the client suggested that we shoot in Indonesia with local talent, though we couldn’t even afford a proper shoot in Japan. Realizing that success for the game entailed release in other Asian countries, we tweaked our creative to feature kids dressed as car racers, thereby eliminating the problem of shooting in Indonesia and making the spot usable for other Asian markets. Flexible, creative and inline with the communication platform; three birds with one stone. We even added elements of 3D CG and SE to enhance impact without draining the tiny budget because we knew that it would be better that way. Beyond that, we also insisted on doing NA and MAV in Jakarta using a popular local narrator just because we can. Taking advantage of our local office in Jakarta, we sourced a narrator and recorded the next day.


TVCF 30sec


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