CONCEPT: In Japan, rice is more than a mere food source. It has spiritual significance for the Japanese due to its use as an offering to deities in rituals and ceremonies. We took on the challenge of distilling Japanese aesthetics onto this cultural symbol. We created the world’s smallest projection mapping that brings together Japan’s ancient values and state-of-the-art technology. As it is being viewed, the texture of the “rice” begins to change so that it is no longer just rice. This reflects the ancient Japanese belief in shogyo mujo (the impermanence of worldly things), which is embodied in the saying: “all creation is infinitely transitory with forms and values changing in each moment.” Drill is an ultimate creative team that uses all possible means to achieve goals including: strategy, advertising, promotion, content, product, digital, event, and PR. This project was created in collaboration with aircord (system development), Maxilla (video production), and Yuki Precision (precision machining).

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