Morihiro Harano
Creative Director / Founder
Mori Inc.

is a multi-talented creative director with stellar achievements not only in advertising but also in new business development, strategy, product design and media initiatives. Joining Dentsu in 1994, Harano was committed to helping the agency’s digital subsidiaries with their digital initiatives. After leaving Dentsu, Harano helped a media startup to conclude a successful IPO, following which, he returned to Dentsu to launch Drill, a non-traditional creative agency. In 2011, he co-founded PARTY and led it to win the Independent Agency of the Year at Spikes Asia 2012. Soon after, in 2012, he founded Mori Inc., which is selected as ‘The World's Leading Independent Agencies 2014’ by Campaign UK.
His works include, among others, ‘NTTDocomo: Xylophone’, ‘Menicon: Magic’, ‘Sony: Water Rock’, ‘Honda 3D Design Archives’ and ‘Hotel Japan’. Harano is a consistent award winner at home and abroad and has received to date a multitude of awards such as TED: Ads Worth Spreading 2012, D&AD Yellow Pencil, Cannes Gold Lions and the Grand Prix at Spikes Asia.
He has also served as a judge and a jury president for numerous awards including D&AD (2013: the foreman for Mobile), Cannes Lions (2013: Innovation / 2012: T&I / 2009: Design) and Spikes Asia (2012: the jury president for Digital/Mobile).
原野 守弘(はらの もりひろ)
株式会社 もり
代表 / クリエイティブディレクター

経営戦略や事業戦略の立案から、製品開発、プロダクトデザイン、メディア企画、広告のクリエイティブディレクションまで、広範囲な分野で一流の実績を持っている。電通、ドリル、PARTYを経て、2012年11月、株式会社もりを設立、代表に就任。
「NTT Docomo: 森の木琴」「Sony: Water Rock」「Menicon: Magic」「Honda 3D Design Archices」「BeeTV」「Hotel Japan」などを手がける。 TED: Ads Worth Spreding 2012、D&AD: Yellow Pencil、カンヌ国際広告祭: 金賞、AdFest: 360 Lotus、Spikes Asia グランプリ、グッドデザイン賞 金賞、広告電通賞(最優秀賞)など、内外で受賞多数。
D&AD会員、NY ADC会員。2013年 D&AD 審査委員長、カンヌ国際広告祭 Innovation部門 審査員、2012年 カンヌ国際広告祭 T&I部門 審査員、Spikes Asia審査委員長、グッドデザイン賞 審査員。英国・Campaign誌の「The World's Leading Independent Agencies 2014」にも選出された。
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NTTDocomo: Xylophone 森の木琴

1) Xylophone

Creative Direction / Art Direction

Bach's Cantata 147, ‘Jesu, Joy of Man’s Desiring’ played on a gigantic 44m xylophone made with surplus wood of trees. A promotional movie for "Touch Wood SH-08C", a mobile phone also made out of surplus wood. The film was selected as the Ad Ages's "The Best 10 TVCs 2011", "TED: Ads Worth Spreading 2012", and became one of the most watched Japanese TV commercials on YouTube.
間伐材でできた44mの巨大な木琴が、バッハのカンタータ 第147番「主よ、人の望みの喜びよ。」を奏でます。間伐材で作ったケータイ「TOUCH WOOD SH-08C」のためのプロモーション映像。米国・AdAge誌の「The Best 10 TVCs 2011」や「TED: Ads Worth Spreading 2012」に選出されたほか、“米国のクリエイティブディレクターが最も嫉妬する作品”の第一位にも選ばれるなど、日本を代表するテレビコマーシャルの一つ。
Creative Director: Morihiro Harano (MORI, ex-Drill)
Art Director: Jun Nishida (Drill)
Copywriter: Noriko Yamada (Drill)
Sound Designer: Kenjiro Matsuo (Invisible Designs Lab)
Director: Seiichi Hishikawa
Wood Engineer: Mitsuo Tsuda
Cinematographer: Eitaro Yamamoto (Shadow-dan)
Editor: Hitoshi Kimura (Book), Ryosei Suzuki
Producers: Toshifumi Oiso (Engine PLUS), Hideyuki Chihara (Engine PLUS)
Agency Producer: Ayako Yoshinoya (Dentsu)
Agency: Drill + Dentsu
Client: NTTDocomo

Special thanks to Kama City

Hotel Japan

27) HOTEL_JAPAN

Concept / Creative Direction / Interior Design / Packaging Design / Curation

Hotel Japan is a truly unique hotel gift shop which sells curated souvenirs for creative travelers in Tokyo. Although the hotel currently exists only in Mori's imagination, he looks forward to working with hotel operators who share his vision and desire to make it a reality. When you will come to Tokyo, please visit his gift shop in Jingumae, Shibuya.
Hotel Japanは、架空のホテル。このお店はそのギフトショップという設定です。僕はホテルが大好きで、いつしかホテルのデザインやプロデュースをやってみたいのですが、そんなお金もないので、まずは“お土産屋さん”から始めました。東京を訪れる外国人に、素敵な日本の思い出を持ち帰ってもらうために。
Owner+Curator+CD: Morihiro Harano, Mori Inc.
Co-Curator: MITSUBAI TOKYO
Art Director: Yoshihiro Yagi
Copywriter: Haruko Tsutsui, Scott Lehman
Graphic Designer: Taiji Kimura, Daisuke Hatakeyama, Minami Otsuka, Hirono Matsunaga
Printing Director: Shinya Tamura
Interior Designer: Ayaka Yasuda, Motoyuki Murata
Web Designer: Yusuke Kitani, Yama
Photographer: Takaya Sakano, Junya Sato
Video Director: Takuya Demura
Music: Satoshi Yoshitake
Shop Manager: Yumi Masuda
Special thanks to Watarium Museum, Motoko Shimizu and Misato Tachibana

Honda 3D Design Archives

26) Honda_3D_Design_Archives

Concept / Creative Direction

A new microsite where Honda is sharing their 3D design data/models online under Creative Commons 4.0 for your personal printing.
Hondaの過去のコンセプトカーの3DデータがダウンロードできるWebサイト。クリエイティブ・コモンズ 4.0に準拠し、非営利に限り、ユーザーによる改変も許容するという試み。3Dプリンターの登場で“ものづくり”のあり方が変わる中、Hondaのものづくりに対する態度を表明するプロジェクトとして企画された。AD+Cは、電通の八木+筒井。サイトの制作は、Kaibutsu+BIRDMAN。
CD: Morihiro Harano (Mori)
AD: Yoshihiro Yagi (Dentsu)
C: Haruko Tsutsui (Dentsu)
Agency Producer: Misato Tachibana, Yutaka Hasegawa

Website
Art Director: Yusuke Kitani (Kaibutsu)
Designer: Tomoya Sato (Kaibutsu)
Director: Yoichi Kanazawa (BIRDMAN)
Technical Director: Tomoya Takahashi (BIRDMAN)
CG Engineer: Junichi Arakawa (BIRDMAN)
Flash Developer: Tomoya Takahashi (BIRDMAN), Komei Sato (KAPPUKU)
HTML Coder: Junko Tokiwa (BIRDMAN)
3D Print Supervisor: Yuji Hara, Mai Hirota (K’s design Lab. )
3D Sculpter: Sinya Kishimoto, Akira Kawakami, Sayako Komaki, Noriko Yamaguchi, Mai Murata (K’s design Lab.)

Super ultra daydreams
Music: Satoshi Yoshitake (cubesato)
Designer: Shunsuke Sugiyama
Online Editor: Ryo Nakazato (TYO Technical Ranch Inc.)
Mixer: Masaaki Yoshizaki (TYO Technical Ranch Inc.)
PM: Yuta Harasawa
Producer: Shunichi Takano

Making-of 3D printing
DOP: Junya Sato (Kaibutsu)
Editor: Junichi Arakawa (BIRDMAN)
Music: Satoshi Yoshitake (cubesato)

Creative Agency: Mori Inc. + Dentsu Inc.
Production Company: Kaibutsu Inc. + BIRDMAN Inc. + TYO Inc.
Client: Honda Motor Co., Ltd.

Honda: Super ultra daydreams

25) Super_ultra_daydreams

Creative Direction

A motion graphics film for Honda's global branding. It was revealed at Honda booth in the 43rd Tokyo Motor Show.
第43回 東京モーターショーのHondaブースにて初公開された、Hondaのグローバルブランディング映像。

Miru: To See

24) To_see

Creative Direction

We created a new visual experience with a bespoke 720 degree camera. In short, you can become a "bird" now. Try the below link with hi-spec Mac/PC with hi-speed internet connection. We also have an Android app. It is brought you by Miru, a new contact lenses brand from Japan.
鳥になれます。水平方向だけでなく、垂直方向にも360°同時撮影が可能なカメラをつくりました。つまり周囲の全方位を一度に撮影できるムービーカメラ。それでつくったショートフィルム「To see」をお楽しみください。ハイスペックなMac/PCと高速なインターネットで。Androidのアプリもあります。メニコンの海外向けコンタクトレンズブランド「Miru」(日本名:Magic)のためのプロジェクト。
Creative Director: Morihiro Harano
Art Director: Yoshihiro Yagi
Copywriter: Haruko Tsutsui
Director: Rob Chiu
Production Company: Stinkdigital
Post Production: Stinkdigital
Sound and Music: Keith Kenniff
Designer: Minami Otsuka
Technical Advisor: Yusuke Kitani, Qanta Shimizu, Hiroshi Jingu
Agency Producer: Misato Tachibana, Hideyuki Chihara, Koji Wada
Creative Agency: Mori Inc. + Dentsu Inc.
Production Company Japan: Engine Plus
Client: Miru (Menicon)

Sony: Water Rock

23) Water_Rock

Creative Direction / Art Direction

The riverhead area in Kumamoto, Kyushu is renowned for its high quality of pure natural water. We created a music video kind of a TV Commercial by syncing the footage of the dancing water with the original sound of water, filmed and recorded around the area. The music is a widely known piece called Pachelbel's Canon.
純度の高い天然水で知られる九州・熊本の水源地帯。その近郊のみで撮影/収録さ­れた"水の映像と音"だけを組み合わせて、ミュージックビデオのようなTVCをつくり­ました。曲は有名な、"パッヘルベルのカノン"。
Creative Director : Morihiro Harano (Mori)
Art Director : Jun Nishida (Drill)
Copywriter : Morihiro Harano, Ankur Rander (Mori)
Music : Shinya Kiyokawa, Kenjiro Matsuo (Invisible Designs Lab.)
Director : Seiichi Hishikawa (DRAWING AND MANUAL)
Cinematographer : Eitaro Yamamoto (SHADOW-DAN), Seiichi Hishikawa, Yutaka Obara (DRAWING AND MANUAL)
Recordist : Toshiro Matsumoto
Offline Editor : Seiichi Hishikawa, Yutaka Obara (DRAWING AND MANUAL), Ryosei Suzuki
Online Editor : Hitoshi Kimura (BOOK)
Mixer : Kazue Akiyama (BOOK)
Production Designer : Ken Yamada (BEARD)
Project Manager : Motoko Shimizu (Mori)
Production Manager : Shinji Urano (Engine PLUS)
Producer : Toshifumi Oiso (Engine PLUS), Takashi Ueno (DRAWING AND MANUAL)

Creative Agency : Mori + Drill
Production Company : Engine Plus + DRAWING AND MANUAL + Invisible Design Lab.
Client : Sony

Menicon: Magic

2) Magic

Package Design / Creative Direction

Magic is Menicon's new contact lens series, which uses a new technology that enables the super thin 1mm container. We created the entire brand communication, including the product name, packaging, communication design, PR solutions and advertisement.
メニコンが開発した独自のコンタクトレンズのパッケージング技術(薄さ約1ミリ)の商品化に際し、プロダクトのネーミング、パッケージデザインから、コミュニケーション、広告表現、PR戦略まで、包括的なクリエイティブディレクションを行った。
Creative Director: Morihiro Harano, MORI (ex-Drill)
Art Director: Yoshihiro Yagi, Dentsu
Copywriter: Haruko Tsutsui, Dentsu
Designer: Toshimitsu Tanaka / Ayano Higa
Photographer: Takaya Sakano
Photo Coordinator: Osamu Koiso
Motion Graphics: Takuya Demura, CAVIAR
Sound Design: Toru Sasaki, Handsometracks
Producer: Mitsuru Yamamori, geekpictures
Interactive Director: Yusuke Kitani, Kaibutsu
Technical Director: Qanta Shimizu, PARTY
Flash Engineer: Minoru Sako / Qanta Shimizu, PARTY / Shinya Kobayashi / Shozo Okada, Hi-Posi / Miyuki Tsumagari, Hi-Posi
Programmer: Naoko Umeta, S2 Factory / Jun Kuriyama, S2 Factory
Agency Producer: Koji Wada, Dentsu / Tetsuji Nose, Drill / Misato Tachibana, MORI (ex-Drill)
Agency: MORI + Dentsu
Client: Menicon

BeeTV: dVIDEO “MANUAL”

19) MANUAL

Creative Direction

A creative instruction video for NTT Docomo's "d-Video", a VOD service for smartphones in Japan. Cast: Brandon McCuien / CD: Morihiro Harano (Mori Inc.) / AD: Jun Nishida (Drill Inc.) / Director: Kazuaki Seki.
2013年7月にリニューアルされたドコモdビデオの新しいインターフェイスの使­い方を解説した「マニュアル」。キャストは、タンブリング界のスター、Brandon McCuien(USA)。
Creative Director: Morihiro Harano (Mori)
Art Director: Jun Nishida (Drill)
Technical Director: Masato Tsutsui
Director: Kazuaki Seki (triple-O)
Cameraman: Makoto Okuguchi
Lighting: Akiyoshi Irio
Projection: Nobuyuki Shintani (Prism)
Stylist: Shinichi Mita (kiki)
Action Advisor: Chikaomi Miyamoto
Editor: Ryan McGuire, Yusaku Yasuda (Cutters Tokyo)
Colorist: Steve Rodrigues (Cutters Tokyo)
Music: Great Garbo music
Production Manager: Satoshi Miyata (morimori)
Agency Producer: Misato Tachibana (Mori)
Producer: Mitsuru Yamamori (morimori)
Cast: Brandon McCuien

Client: NTTDocomo d-Video (BeeTV)
Creative Agency: Mori Inc.

BeeTV: dVIDEO (Interface Design)

3) BeeTV

Strategy / Interface Design / Creative Direction

We designed a new interface for Bee TV, a movie distribution service for the smartphone developed by NTT docomo and Avex. Morihiro Harano has been in charge of its wholesome creative direction, including the product name, visual identities, program selections, communication design and PR solutions since its inception in 2009.
NTTDocomoとAvexが展開する、携帯電話向け動画配信サービスのスマートフォン用インターフェースをデザイン。また、BeeTVについては、2009年の開局以来、原野守弘がネーミング、ロゴ、番組編成戦略、コミュニケーションなど全てに渡り一貫して、包括的なクリエイティブディレクションをしている。
Creative Director: Morihiro Harano
Technical Director: Qanta Shimizu, Daisuke Nakamura
Art Director: Masashi Kawamura
Director: Roy Ryo Tsukiji (BIRDMAN)
Technical Director,Programer: Yasuo Hasegawa (BIRDMAN)
Designer: Wookie Choi (BIRDMAN)
Programer: Tomoyuki Yagihara (Toys), Tomoaki Shimajiri (TryMore)
Producer: Gyosei Okada (puzzle)
Project Manager: Misato Tachibana, Mitsuaki Hongyo (puzzle), Hiroko Ochi (BIRDMAN)
Creative Agency: MORI (ex-PARTY)

BeeTV: dVIDEO (Campaign)

4) BeeTV_CM

Creative Direction

The 2013 brand campaign for "docomo d-Video powered by BeeTV" featuring Robert De Niro. The commercial was produced by Takuma Takasaki at Dentsu.
2013年の「ドコモdビデオ powered by BeeTV」のブランディング・キャンペーン。ロバート・デニーロをキャスティングしたTVCの制作は、電通の高崎卓馬氏。
CD: Morihiro Harano, Takuma Takasaki
AD: Koichiro Toda
C: Kana Koyama
Director: Gen Sekiguchi
P: Koji Wada, Yasushi Okuwa, Keiko Ono
Production: Spoon
AG: MORI + Dentsu
CL: Avex Broadcasting & Communications

BeeTV: dVIDEO (Advertising)

22) BeeTV_CM

Creative Direction

The 2013 regular promotion ad for "docomo d-Video powered by BeeTV". The commercial was directed by Tetsuya Nakashima.
「ドコモdビデオ powered by BeeTV」のレギュラー・プロモーション(2013年度)。TVCの監督は、『告白』の中島哲也監督。
[TVC]
Creative Director: Morihiro Harano
Art Director: Koichiro Toda
Writer: Kana Koyama
Director: Tetsuya Nakashima
Photographer: Shoichi Ato
Lighting: Shin Takakura
Art Designer: Toshihiro Isomi
Stylist: Hiromi Shintani
Hair Make: Satoshi Yamazaki
Sound Operator: Junichi Shima
Location Coordinator: Toru Takahashi
Offline Editor: Yoshiyuki Koike
Online Editor: Yoshihumi Hashimoto
Sound Mixer: Tadao Tasai
Colorist: Shigeyuki Toriumi
Music: Toyohiko Kanehashi
Production Manager: Satoshi Miyata
Production Manager: Rie Gonda
Agency Producer: Misato Tachibana
Producer: Mitsuru Yamamori
Cast: Anna Ishii, Nana Komatsu

[Graphics]
Gr. Photographer: Orie Ichihashi
Gr. Production: J.C.SPARK

Client: NTTDocomo d-Video (BeeTV)
Creative Agency: Mori Inc. + Dentsu Inc.

EPOS: 100 Design Cards

5) EPOS

Product Design / Creative Direction

In order to increase the usage frequency of "EPOS CARD", a Japanese medium-sized credit card brand, we presented a bold idea - change the product design. Based on the fact that there is no psychological connection between a user and a credit card, we added another feature to the membership process; choosing a favourite card out of 100 designs. With this, we have successfully created a personal psychological connection between the user and the service doubled the size of their credit card business.
中堅クレジットカードブランド「EPOS CARD」の利用頻度を向上させるため、プロダクトデザインを変更するという大胆なアイデアを提案。クレジットカードにはユーザーとの心理的な絆が存在しないことに注目し、入会プロセスに“100枚のデザインカードの中から一枚を選び出してもらう”という行為を追加。これにより、サービスに対する心理的なコミットメントを創出することに成功し、カードビジネスを約2倍に成長させた。
CD: Morihiro Harano
AD: Yusuke Kitani
C: Noriko Yamada
Curator: Koichi Watari, Kjetil Wold, Alex Freund
P: Koji Fujioka, Tetsuji Nose, Misato Tachibana
AG: Drill + Dentsu
CL: Epos Card

Sony: make.believe Campaign (MAKE TV)

6) MakeTV

Strategy / Creative DIrection

Make TV was created as a part of the Sony “make.believe” brand campaign. It was the first of its kind “live interactive TV show” that allowed the audience to participate in creating a music video for Karmin on TV. When people downloaded the app “Dot Switch” to their smartphone, tablet, or PC, they were able to collectively turn on the machines inside the TV show. The TV footage was then turned into a music video, with a thank you list of all the participants’ names. As a result, more than 890,000 people watched it live, and over 7 million pushes were recorded during the show.
Make TVは"世界初のライブ・インタラクティブ・ミュージックビデオ" を制作するための視聴者参加型の生放送番組(TBS)。視聴者は事前に「DOT SWITCH」というアプリをスマートフォンやタブレットにダウンロードすることで、リアルタイムにTV番組に参加することができた。画面の指示にしたがって手元のアプリをプッシュすると、その合計数によって13個の仕掛けが次々と発動していく。出来上がったビデオのエンドロールには、参加した視聴者の名前を表示。出演者は、KARMIN。Sony “make.believe” / 「ものがたりをつくろう」キャンペーンの一環として実施された。
Creative Director + Technical Director: Masashi Kawamura, Qanta Shimizu, Hiroki Nakamura, Naoki Ito, Morihiro Harano
Director: Masashi Kawamura, Hirofumi Tsukamoto

Cinematographer: Koji Harada
Lighting Director: Kiyoshi Nakagawa
Set Designer: Etsuko Akiba, magma, Toshiyuki Yashima
Technical Director: Daisuke Nakamura, Masami Onodera
Director/Digital Contents: Nobuo Hara
Art Director/Digital Contents: Yusuke Kitani, Sanako Ukon(KAIBUTSU)
Web Director: Takayuki Watanabe
Device: Seiichi Saito, Motoi Ishibashi, Hiroyuki Hori, Kanta Horio, Tatsuya Motoki
Flash developer: Hiroshi Sawatari, Hiroyuki Mikami(salvo)
Sound: Shojiro Nakaoka
Back-end System: Hironobu Oda, Seiki Nakayama (FISHGROVE)
Technical Manager/TV: Koji Hasegawa
Advertiser's Supervisor:Takayuki Akiyoshi, Jun Shimoyamada, Zen Tachikawa

Account Manager:Ray Konishi, Yosuke Mamiya, Jun Ogawa, Misato Shimizu, Ichiro Fujita, Yoshiharu Tanizawa
Producer: Satoshi Takahashi, Yoichiro Kakuta, Masanori Shimizu, Hideya Takita
Production Manager: Sachie Aihara, Maiko Shimada, Chiho Araki
Production Assistant: Yasuhisa Osawa, Yosuke Maguchi, Naoki Moriyama
Project Manager: Motoko Shimizu

Client: Sony
Creative Agency: PARTY
Media Agency: Dentsu
Production Company: Bascule, GOOMO, Taiyo Kikaku, Rhizomatiks, TBS

ToyToyota: Backseat Driver

7) Backseat_Driver

Creative Direction

Backseat Driver is the first digital toy from ToyToyota. It's an iPhone app, which allows kids to enjoy driving from the backseat of the car. By using the iPhone's GPS function, the players are able to drive a virtual car, which moves along with the real car that they are driving. They can collect actual shops and landmarks, which are generated using the Foursquare API. The players can also accrue points, customize their car, and share their drive with friends via Twitter. The "Backseat Driver" offers the passenger a new way to enjoy driving.
未来のドライバーである子供たちに運転の楽しさを知ってもらうために「ToyToyota」という“おもちゃ”のブランドを発表。その第一弾として「Backseat Driver」をリリース。「BackseatDriver」は、クルマの後部座席に座る子供のためのドライブゲーム。乗っているクルマとGPSで同期している「パパカー」を追いかける「マイカー」を左右に操作することで、運転席に座るお父さん/お母さんと一緒に運転する喜びを体験することができる。FoursquareのAPIを使用することで、ゲームの中には実際のお店やランドマークが「アイテム」として登場、それを集めることでポイントを稼ぎ、マイカーを「カスタマイズ」することができる。自分のドライブの記録は自動的に記録され、SNSを通じてシェアすることができる。
Creative Director + Technical Director + Art Director: PARTY (Naoki Ito, Morihiro Harano, Qanta Shimizu, Hiroki Nakamura, Masashi Kawamura)
Designer: Takayuki Sugihara (roughark) + PARTY
Programmer: Nao Tokui (Qosmo) + PARTY
Pictgram Designer: Rie Fujinaka(noppo)
3D Designer: Yoshiyuki Odajima
Producer: PARTY+Seiichi Saito(rhizomatiks)
Sound Design: Tomoko Kataoka(Manual of Errors Artists)+Yu Yamaguchi(Manual of Errors Artists)
Movie Production: Engine Plus
Creative Agency: PARTY

au: WALL

8) WALL

Strategy / Creative Direction

The platform was created for "Brand Graden", a fashion e-commerce website by au, a Japanese mobile phone carrier. This is a platform to transform buyers into sellers. By registering on WALL, the users become the owner of the boutiques. They can display their choices of fashion and interior items in their virtual wall, and can share their own shops via SNS, like Facebook with their friends. A small percentage of the revenue will be passed on to the owner. This is a new type of affiliate system.
auのファッションECサイト・ブランドガーデンのために作成されたプラットフォーム。それは、これまでの買い手を売り手に変えるプラットフォーム。WALLに登録すると、オンライン上に自分のブティックを持つことができる。与えられた壁に好みの洋服やインテリアを並べて、Facebookなどでシェアするだけ。そのお店からの売上げの数%がショップオーナーに還元される、新しいタイプのアフィリエイトシステム。
Creative Director/Technical Director: PARTY (Naoki Ito, Morihiro Harano, Qanta Shimizu, Hiroki Nakamura, Masashi Kawamura)
Art Director/Designer: Masanori Sakamoto (DELTRO)
Technical Director: Tomoyuki Tada (TYO-ID)
Web Director: Jyun Mitomo (TYO-ID)
Project Manager: Kanako Nakagawa(TYO-ID)
Programmer: Appirits, Ken Murayama (DELTRO)
Producer: Taku Ito (TYO-ID)

WebSite:
Creative Director: Naoki Ito, Hiroki Nakamura
Technical Director: Daisuke Nakamura, Tomoyuki Tada (TYO-ID)
Web Director: Jun Mitomo (TYO-ID)
Designer: Chihiro Konno, Yuko Odanaka (TYO-ID)
Project Manager: Rumiko Nango, Kanako Nakagawa(TYO-ID)
Programmer: Satoshi Tamura(cross chop), Yuzo Sakai (cross chop)
Producer: Taku Ito (TYO-ID)

Honda Green Machine

9) Honda_Green_Machine

Creative Direction

This was an integrated brand campaign for Honda's new hybrid car lineup, which was introduced to counter the national leading brand PRIUS, which goes 10 years ahead of the market. The unique technology made "competitive price" and "full-lineup strategy" possible and we named the lineup as "Honda Green Machine". Toyota established its image as the "inventor" of the hybrid, therefore our strategy was to position Honda as the "democrat" and successfully executed the debut campaign for the first Honda Green Machine, Insight. The launch had a substantial impact on the industry and Toyota even announced to reduce the price of PRIUS just after the campaign.
10年先行する国民的ブランド・プリウスに対抗するべく登場した、Hondaのハイブリッドカー・シリーズの統合キャンペーン。独自技術により「低価格」と「フルラインアップ戦略」を可能にしたHondaのハイブリッドカー・シリーズを、「Honda Green Machine」として集合的に訴求していくことを提案。ハイブリッドの「発明者」として認知されているToyotaに対して、ハイブリッドを「民主化」する存在としてHondaをポジショニングし、Honda Green Machine 1号・インサイトのローンチキャンペーンを成功させた。このキャンペーンの後にToyotaはプリウスの価格改定(値下げ)を発表するなど、産業全体の方向に大きな影響を与えた。
CD: Morihiro Harano, Hirozumi Takakusaki
C: Kinya Okamoto, Morihiro Harano
AD: Koichiro Toda
P: Koji Fujioka, Tetsuji Nose
AG: Drill + Dentsu
CL: Honda

Honda: Tokyo Motor Show 2009

10) Honda_TMS

Creative Direction

Creative direction for the Tokyo Motor Show Honda Booth in 2009. Unlike an usual booth, the vehicle was surrounded by a wall and was not visible from outside. The philosophy behind the product development was written on the wall surrounding the vehicle, both in English and Japanese. The booth was designed not only to display the product itself but also to showcase and communicate the philosophy and context behind the product.
東京モーターショー2009の、Hondaブースのクリエイティブディレクションを担当。一般的な展示と異なり、車が壁に囲まれていて外からは見えない、という設計。車をとりまく壁には、その車の開発に関するHondaの思想が日本語と英語で記述されている。クルマそのものだけではなく、思想やコンテキストをいっしょに展示する、という考え方。
CD: Morihiro Harano, Hirozumi Takakusaki
C: Kinya Okamoto, Morihiro Harano
AD: Koichiro Toda
P: Koji Fujioka, Tetsuji Nose
AG: Drill + Dentsu
CL: Honda

Candy Restaurant

11) Candy_Restaurant

Creative Direction

Candy Restaurant is a pop-up restaurant created for the opening campaign of Yurakucho Marui department store. The restaurant serves full course menu completely made with candies. This unique space was designed in collaboration with an artist, Martí Guixé.
有楽町マルイのオープニングのために作られた、PR用のポップアップ・レストラン。フルコースのメニューがすべてキャンディーでできている、という不思議な空間。アーティスト・Marti Guixe氏とのコラボレーションによる作品。
CD: Morihiro Harano
AD: Marti Guixe
C: Hidetoshi Kuranari, Noriko Yamada, Jun Nishida
P: Osamu Enari, Ryuji Ueno, Koji Fujioka
AG: Drill + Dentsu
CL: Yurakucho Marui

Ruo and Ruco

12) Ruo_to_Ruco

Creative Direction

A teaser website created for the grand opening campaign for Shinjuku Marui department store. Set in a mega-city Shinjuku, the narrative tells a story of a boy meets girl, in a world 1cm above the ground. The story was written by copywriter, Takashi Yamamoto.
新宿マルイのオープニングのために制作された、ティザー・Webサイト。巨大都市・新宿の街の片隅で出会う、身長1cmの男女の物語。ストーリーは、コピーライター・山本高史氏によるもの。
CD: Morihiro Harano
C: Takashi Yamamoto
AD: Yusuke Kitani
Flash: Yama
P: Koji Fujioka
AG: Drill + Dentsu
CL: Shinjuku Marui

Yurakucho Marui: Fashion Therapy

13) Fashion_Therapy

Creative Direction

The opening campaign for Yurakucho Marui department store. The concept was "Fashion Thearpy" and the teaser campaign was executed with a "capsule" icon. We installed "capsule" vending machines on the street, opening the "Candy Restaurant", and projected gigantic animation on an exterior wall of the store. The campaign turned Yurakucho area into a big toy box and attracted a lot of media coverage. After the opening, we've worked on a section of the store space and also the shopping bag design.
有楽町マルイのオープニングキャンペーン。Fashion Therapyをコンセプトに、カプセルをアイコンにしたティザーキャンペーンでは、街角に「カプセル自動販売機」を設置したり、近くに「キャンディレストラン」をオープンさせたり、有楽町マルイの壁面全体に大プロジェクションを行ったりなど、街を“おもちゃ箱”に変えたような立体的な展開が大きな話題となった。オープニング後は、店内内装の一部やショッピングバッグのデザインなども担当。
CD: Morihiro Harano, Alex Freund
AD: Eric Hoffman, Yusuke Kitani
C: Noriko Yamada, Hiroyo Kanehako, Hidetoshi Kuranari
Motion Graphics: Jun Nishida, Imaginary Forces
Fashion Director: Lisa Mosko
P: Osamu Enari, Ryuji Ueno, Koji Fujioka
AG: Drill + Dentsu
CL: Yurakucho Marui

Marui: Power of Fashion

14) Power_of_Fashion

Creative Direction

The brand advertisement for Marui, a Japanese fashion department store. A gigantic advertisement covering the exterior wall of Marui building. The graphic was switched every month and so it changed the entire visual scenery of the town. The impact was clearly visible. Since then, the neighbouring department stores have inquired about the creatives behind the advertisement.
ファッションデパート・マルイのブランディング広告。月替わりでマルイの壁面を飾る巨大なグラフィック広告を制作。街の風景を変えたその広告の人気は、近隣のデパートから広告制作者の照会が来たほど。
CD: Morihiro Harano, Alex Freund
C: Takashi Yamamoto
AD: Yusuke Kitani
Fashion Director: Lisa Mosko
P: Koji Fujioka
AG: Drill + Dentsu
CL: Marui

Licca World Tour

15) Licca_World_Tour

Product Design / Creative Direction

The 40th anniversary campaign for "Licca", the Japanese Barbie doll. In the world of "Licca", women have long been considered as "good wives and wise mothers", which is a norm that people valued 40 years ago. In order for the brand to fit into a new generation, we created a story named, "Licca World Tour". The story was told via Licca's personal blog updated in real time as she visited new cites. A new product line-up was released coinciding with her journey, such as a limited edition Licca doll wearing fashion items based on the location. The campaign worked well, along with developing products and the store fronts (we supervised the product design). The entire journey of 11 cites in 9 countries was then edited into a photo journal which was published from Shogakukan at the end of the campaign.
リカちゃんの40周年キャンペーン。リカちゃん世界におけるジェンダー観が、40年前の“良妻賢母”的な価値観に基づいていることを発見し、そこからの脱却を描く「リカちゃんの世界旅行」の物語を提案。旅の物語はリアルタイムにブログを通じて“本人”から提供され、リカちゃんが新しい都市に到着するとその都市のファッションに身を包んだ限定モデルが発売されるなど、商品そのものや売り場とも連動したキャンペーンとして実施した(プロダクトデザインも監修)。9カ国11都市をめぐる旅の物語は、キャンペーン後に小学館から写真集として発売された。
CD: Morihiro Harano
AD: Tatsuya Hamajima
C: Noriko Yamada, Miyoko Yamashita
Photographer: Kenji Hibi
P: Osamu Enari, Koji Fujioka
AG: Drill + Dentsu
CL: Takara Tomy

Nichirei Acerola: From the country of passion

16) Nichirei_Acerola

Product Design / Creative Direction

A campaign aimed at the brand revitalization of Nichirei Acerola drink. In order to rejuvenate the brand and the customer base, we chose young women as our main target. Under our integrated creative direction, the brand was reformed from the package design to the communication strategy.
ニチレイ・アセロラドリンクのリバイタライズ・キャンペーン。商品の成熟とともに高齢化していくユーザーを若返らせていくために、若い女性にターゲットを大胆に絞り直し、パッケージデザインからコミュニケーションまでの全てを、統合的なクリエイティブ・ディレクションのもとに刷新した。中国で発生した“毒入り冷凍餃子事件”の影響で、残念ながらキャンペーンは中止となった。
CD: Morihiro Harano, Alex Freund
AD: Kazuko Marubashi, Eric Hoffman
C: Noriko Yamada, Hidetoshi Kuranari, Jun Nishida
Photographer: Alex Freund
P: Koji Fujioka
AG: Drill + Dentsu
CL: Nichirei

Dentsu: Good Innovation.

17) Good_Innovation

Strategy / Copywriting

The corporate slogan for Dentsu. I have left Dentsu but the slogan is still there.
電通の企業スローガンを作成。本人は辞めてしまいましたが。
CD: Kotaro Sugiyama
C: Morihiro Harano, Takuya Isojima
AD: Koichiro Toda
AG: Drill + Dentsu
CL: Dentsu

TOMODACHI

18) Tomodachi

Creative Direction

"TOMODACHI" is a project founded by the Embassy of the United States in Tokyo, to support Japan in re-establishing from the 3.11 earthquake. The offer came directly from the Ambassador John Victor Roos, to create the visual identity for the project.
TOMODACHIプロジェクトは、アメリカ合衆国政府による東日本大震災の復興プロジェクト。在日米国大使のJohn Victor Roos氏から、直接PARTYにご依頼をいただき、無償にて制作。
Creative Director: Morihiro Harano, Masashi Kawamura
Art Director: Masashi Kawamura
Designer: Miho Ishizuka
Agency: PARTY
Client: US Embassy