Creativity

Androp: World.Words.Lights.

Spectacular toys.

Published on Jan 23, 2012

Editor's Pick

Party, Tokyo teams up with Japanese band Androp for another spectacular video that has an interesting commerce element. High-tech toys dance along with the music in the video, which is about the diversity of languages spoken in the world -- and how music is one that everyone can understand.

The band has also put up for sale on eBay one of the video's toy stars, the WWL Androp Walker, a smiley-faced cube with rocking legs. Ten limited edition versions of the toy will be handmade per order by Party and artists Yuri Suzuki, Tomoaki Yanagisawa and Kimura. As in the video, the cube's facial expressions react to any music. It's going for ... wait for it... $5,000. Oh. . and no returns.

According to Party's Masashi Kawamura, depending on how the smiley cube sells, the team will produce and sell the video's other toys. "Flying mirrorball, we plan to produce it as a fun toy anyway," he says. The toys themselves represent a unique compensation model, as the agency will keep the proceeds as part of the creative fee--"one way to compensate the low production budget for the whole production team," Kawamura adds.

Check out the Making of video here.

Party's behind a number of previous super cool clips for Androp, including the one Bright Siren, which turned the flashes of 250 Canon cameras into an on-set animation, and an interactive game for the band's track "Bell."

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About

Credits

Date
Jan 23, 2012
Agency:
Party
Client:
Androp
Director:
Masashi Kawamura
Agency:
Party - Tokyo
Director:
Qanta Shimizu
Designer:
Masashi Kawamura
Designer:
Yuri Suzuki
Designer:
Tomoaki Yanagisawa
Designer:
KIMURA
Designer:
Chihiro Konno
Director of Photgraphy:
Senzo Ueno
Production Company:
Tayio Kikaku

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