“People” and “Space” connecting engineering and creativity

"Tsunagaring Heart" is a video exhibit that uses four high-resolution 4K large panels installed at the entrance of NOMURA Co., Ltd. Co., Ltd.'s headquarters in Daiba, Minato-ku, Tokyo. Employees are involved in everything from planning and design to appearance, and this time we renewed it to coincide with the arrival of new employees (click here for achievements)

Creative direction was handled by NOMLAB, an innovation laboratory that aims to expand the spatial experience under the theme of "digital innovation x space creation" at NOMURA Co., Ltd..
We asked Hitomi Nakamura, the content director who was in charge, to introduce a series of productions.

Hitomi Nakamura NOMLAB Contents Director
Creates and directs content that combines engineering and creativity, with a focus on video.

■Tsunagaring heart completed under the theme of employee "connection"

―Tsunagaring Heart has undergone a major renewal. good job for today. First of all, could you briefly introduce what "Tsunagaring Heart" is?

Tsunaga Ring Heart is an employee-participation video exhibit with the theme of "connection."
It was planned with the aim of increasing the connection between employees (see previous project introductions).

The protagonists of this content are the employees who work at NOMURA Co., Ltd.. We ask employees to pose in the form of numbers, which are displayed as countdown dates until the event.
In addition, there are multiple contents such as motion graphics, logo animation, action movies, etc., and it is content that can be enjoyed even if you are not appearing.
We hope to connect with everyone who sees "Tsunagaring Heart" inside and outside the company.

New “Relay” content for Tsunagaring Heart

―Mr. Nakamura, you joined the company in 2018. Could you tell us about your experiences so far?
Also, please tell us about your role in "Tsunagaring Heart" this time.

After studying video and media art at university, I have been working as a video creator and programmer in the video industry. From that experience, I often make proposals that combine "engineering" and "creativity" in space production. I was in charge of creative direction for "Tsunagaring Heart", specifically, I was in charge of content planning and overall production direction, as well as employee photography direction.

―It was quite a big shoot, wasn't it?
Please tell us if there was anything you focused on during the shooting and production of the employees.

In order to make the individuality of the employees come alive, we actively adopted the characteristic movements of the employees during the shooting. Everyone had a blast during the photo shoot.

The four screens are designed to "connect" the four screens. Hand in hand with the employee on the next screen, or give a high five. The employees who appear are randomly programmed, so for example, there may be a production where an executive and a new employee hold hands.

■The theme of the new content is "Relay".
Each employee plays a leading role and becomes various "connections" through the relay

―The theme of the new content that was revamped this time is “relay”.
Can you elaborate a little more?

 

The images of employees doing their best to complete their daily duties are superimposed on the story of the relay content.
Until now, Tsunagaring Heart has been produced with the theme of "connection" between employees, but I thought that the important part was "connection destination" and "connection and unity process". .

Therefore, with the main concept of "connecting, connecting, becoming one", I wanted to express the solidarity and bond when various "connections" are combined and become one.

The moment the relay sash is handed over

―Certainly, it depicts how each individual “connection” becomes a big connection, and it becomes a very powerful force.

I think you were thinking about various original stories during the planning stage, but could you tell us about the points you were particular about during production?

―You said that you put a lot of thought into the story. Please tell us about the first point of storytelling.

In order to strongly express the "connection", the employees are connecting the branches of NOMURA Co., Ltd. with a sash relay, and the program is organized so that the employees who work at the branch in that city will appear.

Some of the storyboard materials from when I was considering relay content

The runners after connecting the sash continue to run together even after connecting, becoming a larger and larger group, and finally gathering at the head office in Odaiba. Together, we will create a single 2020 character.
Until now, human characters were created by a small group of 1 or 2 people.
This time, it will be created by a large number of people, and it is a production that takes into account the trend of Tsunaga Ring Heart from 2019.

Create 2020 with a large number of employees gathered on content

―Because the installation location is the entrance, I have to look at some scenes from the side every time, but if you look at the flow from the beginning, you can feel the element of "connection" more.

What about the second piece of music?

Original melodies are also produced to match the excitement of the story.
The employee who plays the leading role appears on the display with the sound of footsteps echoing, and the sound effect when handing over the sash was added to create a sense of realism as if the employee was actually participating.

―I would like people to stop and take a look at the finer details of the “tricks, tricks”.
The third point, please tell us about the connection between branches in each region.

Until now, employees from all companies were displayed at random.
By narrowing down the performers by location, we made it easier to understand where the employees belonged.
There are also expectations that the connections between branches will expand.
In addition, the content reflects the four seasons and the flow of the day.
I wanted to convey the charm of each region by using expressions that match each city, such as Sapporo in winter and Sendai, where the Tanabata decorations shine at night.

―In the actual video displayed at the entrance, the names of the employees are displayed next to the photos, and we received comments such as, "The faces and names match," and "He was transferred, but he looks fine." I would be happy if each branch also heard such a voice.

■ I want to create new experience value of "people and space" with digital technology

―I understand that you are devising various ways to create employee participation content. Among them, could you tell us what you were able to achieve because it was digital, and what you, Mr. Nakamura, would like to express in the future?

Every time Tsunagaringu Heart appears, the employees that appear change at random, so there's always something new to discover.
This expression is possible only because it is digital.

With the introduction of Tsunagaring Heart, there are people who stop in front of this content and look at it, as well as conversations while looking at the employees who come out.

With the advancement of digital technology, various digital technologies are being applied to spaces. We are now in an era where it is possible to create a space that is as if by magic, and that is leading to the value of the experience.
However, when digital technology becomes commonplace, the time will come when the "magic" will be solved.
So I'd like to keep my antennae up for new "magical" technologies.

―It's a daily antenna for pursuing expressions that are possible only with digital technology.

After that, digital technology is important, but what I want to cherish is to create content that has a sense of immersion and a worldview that attracts people and leaves a lasting impression on people.

- Mr. Nakamura, thank you very much for the various introductions from the perspective of creative direction.

About 500 employees at 10 locations, including branches nationwide, participate in Tsunagaring Heart.
In addition to the entrance of the head office in Tokyo, all branches and sales offices are on display with different monitor sizes.
Please take a look when you are in the area.