Hasta La Ideas

Nikon’s new digital camera has a built-in projector, which gave Naoki Ito of GT Tokyo an idea…

The projector in the COOLPIX s1000pj allows users to project their images onto the nearest wall, screen or whatever. In order to demonstrate this, Ito (whose work also includes Sony Walkman REC YOU and Uniqlo March) decided to strap several of the cameras to the bodies of the Helicopter Boyz, a Japanese pop act, during a live performance at Tokyo’s Yomiuri Land theme park. The photos taken by the cameras would be projected on a screen behind the Boyz during their act.

Here’s what happened

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Here’s Ito on the day of the performance with director Hideyuki Tanaka (on the right

Client: NIKON CORPORATION
Product: COOLPIX s1000pj (the world’s first camera with a projector feature)
Agency: DDB Japan
Creative Agency: GT Tokyo
Creative Direction/Concept/CopyWrting: Naoki Ito
Director: Hideyuki Tanaka
Production Company: ROCK’N ROLL JAPAN