In 2013, Japanese eyewear brand JINS launched its epoch-making product called "color control lens", whose color changes depending on the ultraviolet light absorbed. In order to communicate its functionality dramatically, we decided to prove it by climbing Mt. Fuji and seeing the rising sun from the summit. The venue was perfect, not just because it's the most symbolic landscape for us Japanese but also it was implemented immediately after Mt.Fuji was registered as the world heritage last year and earned huge attention nationwide.