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CASE VIDEO：[AR] JAPAN - WHERE TRADITION MEETS THE FUTURE

[AR] JAPAN - WHERE TRADITION MEETS THE FUTURE @ Spain (マドリード)

[AR] JAPAN - WHERE TRADITION MEETS THE FUTURE @ France (パリ)

[AR] JAPAN - Where tradition meets the future｜JNTO（日本政府観光局）
https://youtu.be/T1RU5vtgt4g

2018 / Brand Campaign
日本政府観光局（JNTO）が展開した「JAPAN – Where tradition meets the future」ブランドキャンペーンの一環として、共通コンセプトである「伝統と革新が出会う場所」を、街中で体験できるインタラクティブなAR（拡張現実）イベントへと発展させた。マドリード、パリ、ロンドン、ミラノ、フランクフルト、ミュンヘンの欧州5カ国6都市で開催され、通りがかった人々がその場で「侍」や「芸者」に変身する体験を提供した。

多くの人が行き交うスペースにAR技術を搭載した巨大なビジョン（デジタルサイネージ）を設置。まるで鏡のように目の前の景色が映し出されているが、そのビジョンの前に立つと瞬時に侍、芸者、歌舞伎の衣装に変身してしまう。

この衣装は高精細な3DCGで開発されていて、大人から子供までそれぞれの体型に立体的にフィットする。目の前のボタンに触れると瞬時に好きな衣装に着替えることもできる。更に、深度センサー「KINECT」によって体の動きに合わせて衣装も滑らかに動くことから、まるで本当に日本に訪れて侍や芸者に変身したかのような没入体験を味わうことができる。1ヶ月の開催期間に10万人以上が体験をし、欧州の人々に日本の魅力を強烈に印象づけた。 [Cross-Border Catalyst] [Pragmatic Visionary] [System Hacker]

As part of the Japan National Tourism Organization's (JNTO) "JAPAN – Where tradition meets the future" brand campaign, we brought its central concept to life through an interactive augmented reality (AR) experience in public spaces. Held across six cities in five European countries—Madrid, Paris, London, Milan, Frankfurt, and Munich—the activation allowed passersby to instantly transform into samurai and geisha.

Large-scale digital screens equipped with AR technology were installed in busy public spaces. Acting like giant mirrors, the screens displayed the surrounding environment in real time. But when people stepped in front of them, they suddenly appeared dressed in traditional Japanese costumes inspired by samurai, geisha, and kabuki performers.

The costumes were created using highly detailed 3D computer graphics, adapting naturally to the body shapes of both adults and children. Participants could instantly switch between costumes at the touch of a button. Using Kinect depth-sensing and motion-tracking technology, the digital costumes moved smoothly with each participant's movements, creating an immersive experience that made them feel as though they had stepped into Japan and become part of its culture.

Over 100,000 people experienced the activation during its one-month run, leaving a lasting impression of Japan's unique cultural appeal on audiences across Europe. [Cross-Border Catalyst] [Pragmatic Visionary] [System Hacker]

Role: Creative Director / Planner

Part of JNTO's integrated global destination branding campaign, "JAPAN – Where tradition meets the future" (2016–2018). Built around a unified brand concept, the campaign extended across brand films, 360° VR, and interactive AR experiences. Shiro Nomura served as Creative Director and Planner throughout the campaign.

Related Works / JNTO — Where tradition meets the future

JAPAN (2016) / Brand Film
JAPAN ver.2 (2017) / Brand Film
JAPAN 360° VR (2018) / Immersive VR Experience

Related Feature / Global Branding & Cultural Experiences

GLOBAL BRANDING & CULTURAL EXPERIENCES

日本の文化や伝統、観光の魅力を、世界に響くブランドコミュニケーションへと展開したJNTO・ANAの12作品をまとめた作品集。

Explore 12 creative projects for JNTO and ANA, transforming Japanese culture, traditions, and travel experiences into global brand campaigns, films, and interactive experiences.