Creativity

Dentsu London: Suwappu

Toys as content platform.

Published on Apr 05, 2011

Editor's Pick

What if toys behaved like TV? That's what Dentsu London sets out to explore with its new set of concept toys, Suwappu, or "swap," in Japanese. Four collectible characters with swappable heads and bodies become the platform for AR-enabled content. The heads determine the characters' personalities while the pants set their environment. The accompanying app reads the combination to create specific content around the figures.

Read more about the project on the Dentsu London blog.

The figures are part of the agency's "Haitsu" approach. The word combines Japanese for hybrid-"haiburiddo"-and communication-"tsushin." The philosophy aims to explore media by "combining innovation, craft and technology with communications and commerce," according to the agency's blog.

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About

Credits

Date
Apr 05, 2011
Client:
Dentsu London
Original Concept:
Dentsu London
Character Design:
Camille Bozzini
Consultant Inventor:
Berg
Film Director:
Timo Arnall
Film Director:
Jack Schulze
3D Artist:
Tim Bacon
Animation Consultant:
Marjut Rimminen
Model Maker:
Paul South
Realtime AR:
Simon Taylor
Sound Design/Mix:
Fonic
Music:
Jake Roberts
Music:
Barnaby Templer
Strategy:
Beeker Northam
Strategy:
Jack Schulze
Strategy:
Timo Arnall
Writer:
Timo Arnall
Writer:
Jack Schulze
Writer:
Camille Bozzini
Writer:
Beeker Northam

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