As we prepared to install Cross Shinjuku Vision, we decided to create content that would not just catch the eye but transform digital signage into a destination.
In July 2021, passersby stopped to watch a huge computer-generated calico cat wake up on the screen. The cat changed its activity as time passed through the day, as if the cat actually lived there.
The giant cat enjoyed media coverage from around the world and went viral on social media. People flocked to watch the cat from all over the country and felt joy and excitement from watching a digital signage screen.
・59th JAA Advertising Awards: Consumer-Selected Advertising Contest Outdoor / Transit advertising Division Grand Prix
・VFX-JAPAN Award 2022 CM & Promo Video Division Grand Prix
・Digital Content of the Year ’21／27th AMD Awards Excellence Award
・Spikes Asia 2022 Outdoor Gold Spike
・25th Japan Media Arts Festival’s Award Entertainment Division Social Impact Award
・9th JAAA Innovative Communication Award Grand Prix
Shinjuku no Nekomae
Cafe Pastet produced by Sarutahiko Coffee
The key is the cat’s room.
Using an optical illusion, the room is so meticulously calculated and designed as to make it look 3D when Cross Shinjuku Vision is seen from the square in front of the Shinjuku Station’s east gate.
By arranging for the cat’s ears, tail, etc. to protrude outside the background white room, our brain automatically perceives the depth, and the cat looks 3D.
Omnibus Japan participated in a competition for 3D content to be projected on a huge 8m (height) x 19m (length) curved screen with several proposals including the “giant 3D cat.” The idea of “a cat is just there lounging around a room” resulted in this proposal.
The reason for this competitive proposal’s win
Tokyo’s busy Shibuya and Ikebukuro Stations are famous for their iconic animal characters – “Hachiko (dog)” and “Ikefukurou (owl),” respectively. In search of the adorable one for Shinjuku, a cat is given thumbs-up, with a wish of making the building Shinjuku’s new landmark.
In pursuit of realistic movements
Based on a thorough research on feline behavioral patterns, movements of bones and muscles are reproduced in 3D. The cats’ gestures are carefully reviewed one by one from autonomous motion of tip of the tail to the size of the pupil that changes depending on an amount of light. All of them are fully reflected in visualization.
The secret of the cat
The cat is a male mikeneko (calico cat), which is very rare as calico cats are almost exclusively female. Japanese traditional touch is added to the cat as a collar put around its neck is made of the traditional braided cords with a crepe bell. In addition, it has a black-colored pattern that is shaped like Shinjuku Ward as a reminder that one can meet the cat when visiting Shinjuku.
Production: Omnibus Japan Inc.
Creative Director: Synichi Yamamoto
Producer: Masakazu Kagami
CG Supervisor: Hirokazu Aoyama
Animation Supervisor: Yusuke Akita
Animator: Tatsuya Hiramatsu
Rigging Artist: Takashi Yamazaki
LookDev Artist: Takashi Nishida
Lighting Artist/Compositor: Masaaki Nakae
Digital Artist: Yuto Kawashima
Sound Design: Intercity-Express
© 2021 Omnibus Japan Inc. all rights reserved.