ISSUE 課題
- After the pandemic, a heartfelt, comforting story experience was required to resonate with a Japanese society feeling exhaustion, solitude, and uncertainty
- The unique context of the morning drama format—viewed by families and as part of daily life—posed challenges in crafting emotional design and worldview that appeal across multiple generations and demographics
- The logo and title sequence needed to encapsulate the story’s essence and convey the atmosphere to first-time viewers instantly
- Balancing tones of brightness and sorrow while blending Okinawa’s distinctive setting with universal themes was key
STRATEGY 戦略
Branding design that transforms “beauty × kindness × family” into an essential part of viewers’ mornings
＜Objective＞
Deliver a small beacon of hope and comfort to people’s mornings across Japan in spring 2022, building a viewing experience that intimately supports the audience’s emotions through visual, auditory, and emotional storytelling
＜Target Audience＞
- Primary: Men and women aged 60 and over
- Secondary: Women aged 40 to 50
- Tertiary: Women aged 20 to 30 (including mother-daughter and sister viewing pairs)
＜Approach＞
- Visually emphasize symbolic elements of the story, such as the vibrant “Churaumi” sea and Okinawan cuisine
- Create visuals and sound design that radiate the protagonist’s brightness, kindness, and strength
- Express the sensation of the title “Chimudondon” (meaning “heart pounding”) through color and sound
- Maximize the power of the memorable 90-second morning drama sequence, embedding the show as a beloved part of everyday life
PLANNING 企画
Immersive worldview presentation through integrated logo and opening title design
- Produced both a 90-second long and 70-second short version of the title sequence
- Visualized Okinawa’s nature, cuisine, and morning scenes through animation and CG
- Developed a catchphrase weaving together the story and theme song
CREATIVE クリエイティブ
- Visual Design: A palette centered on emerald blue, golden orange, and signal red, symbolizing Okinawa’s nature and emotional warmth
- Logotype: Typeface design combining softness and dynamism to embody the sound and world of “Chimudondon”
- Video Direction: Pacing suitable for mornings, evoking a quiet, mesmerized emotional response through beautiful imagery
- Music Integration: Harmonized with the theme song, carefully balancing narration and vocals within open space in the soundscape
- Copywriting: Extracted key phrases directly from the theme song, deliberately avoiding new coinages
ROLL 担当領域
- Brand, marketing, and PR strategy design
- Logo design and key visual concept support
- Opening video (title sequence) planning support
- Catchphrase development
