Cannes Lions

YouFab Global Creative Awards 2021

SHA INC., Tokyo / FABCAFE / 2022

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Demo Film
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Overview

Entries

Credits

OVERVIEW

Background

The YouFab Global Creative Awards 2021is an international award that aims to foster a network that connects creators and society.

In order to gather creators with a progressive sensibility, the award theme of the year is visualized in a new way of understanding and expression. This year, we created a poster based on the term "Democratic experiment(s)".

Idea

The act of creating something actually involves an infinite number of stakeholders, who pull together and influence each other in ways we are not even aware of. The process of how something new is born from the blank, and how people's imagination rises up, is expressed through changes in typography using cellular automaton algorithms.

Furthermore, while the word "democratic" has the image of everyone coming together and sharing their wisdom, it also has the aspect of how to coexist with people who have completely different opinions. The fusion and collision of the two is expressed by the flickering of adjacent cells, expressing the complex relationships among people with a simple structure.

Execution

A variable poster that uses a unique cellular automaton algorithm.

The algorithm, in which a large number of cells laid out in space interact with neighboring cells and change their own state over time, is a simple rule, yet it behaves similarly to the life and death and the mechanisms of society.

I cut out a moment of typography and printed it with inkjet-printer. By deliberately fixing the image on paper with physical-properties, I aimed to create an organic visual that evokes the workings of life and the chain of thought, rather than staying in the digital realm of expression.

Outcome

Entries was 335 from 26 countries, the largest number in this award and also web views was.

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