The Japanese music industry, with sales dwindling to half of what it was compared to the golden age, is in a state of crisis.

With this issue at hand, we took it upon ourselves to create an entirely new kind of music video for the hip hop idols "Lyrical School", and create some real buzz.

The smartphone is the most universal and relevant media in this day and age.

So therefore, the music video and its execution itself must bring about relevant surprises to viewers.

1. We used the smartphone for all filming.

Create and imbue a sense of familiarity and relevancy for the target/smartphone users.

2. Utilize the apps used by viewers every single day.

We utilized the app UI in production.

The viewers are lulled into a sensation that their smartphone itself has been hijacked.

3. Placement of filmed footage on SNS.

All SNS posts seen on the video were real posts actually made.

There is an undeniable realty in the footage.

4. Expression that can be recreated.

There are no computer graphics at all. All the footage can be recreated entirely on anybody’s smartphone. The viewers undergo an experience as if they themselves are controlling the video at their own fingertips.