Data Storytelling

Gold
CAMPAIGN
Sound of Honda / Ayrton Senna 1989
AGENCY
Dentsu
CLIENT
Honda
BRAND
Internavi
DETAILS
CAMPAIGN SUMMARY

Internavi is a car navigation system provided by Honda that designs driving experiences with the power of real-time driving data collected from vehicles. Its roots go back to the 1980s when Honda introduced telemetry system to Formula One and stormed the world. The origin and core technology of Internavi’s navigation is still not widely known. Our mission was to tell the possibilities of this technology.
 
To do so, we re-enacted world’s fastest lap set by Ayrton Senna while qualifying for 1989 F1 Japanese Grand Prix by analysing every aspect of his driving data from 24 years ago with the viewpoint of asking if it is possible to resurrect that race, and challenge how far people can be moved by data. First, engine sound of Senna’s McLaren Honda MP4/5 was re-created by combining data from1989 with engine tones recorded today. Then, hundreds of networked speakers and LEDs were placed along the 5,807m long Suzuka circuit bringing back Senna’s lap with re-created engine sound and lights. 

CREDITS OF PEOPLE
ALL PROJECTS
Creative Director / Creative Technologist, Kaoru Sugano, Dentsu Inc.  
Copywriter / Planner, Sotaro Yasumochi / Nadya Kirillova, Dentsu Inc.  
Art Director / Planner, Yu Orai, Dentsu Inc.  
Creative Technologist / Planner, Kyoko Yonezawa, Dentsu Inc.  
Sound Director, Taeji Sawai, Qosmo Inc. 
Sound Designer, Tomoyuki Kawamura, Studio MUU2 
Promoter, Misa Ueda, Dentsu Inc.  
Account Director, Takao Kaburaki / Takuma Sato / Sungwon Kim / Takashi Hirano, Dentsu Inc.  
Producer, Masafumi Fujioka / Ryoko Toyama, Dentsu Creative X Inc. 
Production Manager, Kenya Miyashiya / Hinako Hirata, Dentsu Creative X Inc. 
Digital Producer, Haruhiko Ishikawa, Shipoo Inc.  
Client Supervisor, Ken Imamura / Akihiro Mikawa / Hiroaki Sawato, Honda Motor Co., Ltd.  
 
FILM
Director, Kosai Sekine 
Artist /  Programmer, Daito Manabe, Rhizomatiks Co., Ltd.  
Director of Photography, Senzo Ueno 
Camera Operator, Hiroki Kunieda / Tatsushi Asaga / Tetsuro Hirano 
Lighting Director, Yosuke Kai 
Best Boy, Ko Sato 
Key Grip, Toshiyuki Ichihara, SCREW INC. 
Camera Car, Atsushi Terajima, S-three CO.,LTD 
LED Installation Producer, Hidenori Chiba, Rhizomatiks Co., Ltd.  
Programmer, Satoru Higa, Rhizomatiks Co., Ltd.  
LED System Support, Kunio Tamada, TamaTechLab. 
LED Installation Support, Tomoaki Yanagisawa / Muryo Honma / Hiroyuki Hori, Rhizomatiks Co., Ltd.  
Laser Support, Tatsuya Yamamoto, HEARTFAST Inc. 
Sound Engineer, Mitsuru Tajika 
Sound System, Masaaki Azuma, TRY AUDIO CO.,LTD 
Soundman, Masaru Takahashi 
Special Effects, Daisuke Shigihara, TANGRAM Co. Ltd.  
Editor, Sakura Seya, meganefilm 
Editor, Tomohiro Endo, DIGITAL GARDEN INC. 
Mixing Engineer, Erito Ayaki 
Creative Technologist, Naoya Miura, Dentsu Inc.  
 
 WEB / 3D-VieW
Technical Director, Tadashi Tsushima, fuzz, Inc. 
Web GL Developer, Kentaro Yasui / Tatsuya Tsunoda, fuzz, Inc. 
CG Director, TAKCOM, P.I.C.S.management 
CG Director, Munechika Inudo, MARK, inc 
Web Director, Toshiyuki Nagashima, METAPHOR Inc. 
Web Designer, Takato Kanehara, METAPHOR Inc. 
Programmer, Ichitaro Masuda / Yosuke Seki, METAPHOR Inc. 
 
 WEB / Sound & Data 
Web Director, Toshiyuki Nagashima, METAPHOR Inc. 
Web Designer, Takato Kanehara, METAPHOR Inc. 
Web GL Developer, Ichitaro Masuda / Yosuke Seki, METAPHOR Inc. 
 
 Application 
 
 Designer, Takato Kanehara, METAPHOR Inc. 
Designer, Kotaro Yamaguchi 
Programmer, Nao Tokui, Qosmo Inc. 
Programmer, Toru Urakawa, Qosmo Inc. 
Programmer, Takanori Yoshimura, Studio MUU2 
 
Radio
Director, Sotaro Yasumochi / Nadya Kirillova, Dentsu Inc. 
Production Manager, Yo Yuzaki, Dentsu Creative X Inc. 
Narrator (Motorsports Journalist), Jun Imamiya 

Campany
Agency 
Dentsu Inc. 
 
Production Company 
Dentsu Creative X Inc. 
 
Digital Production Company 
Rhizomatiks Co., Ltd. / Qosmo Inc. / METAPHOR Inc. / fuzz, Inc. / MARK inc. / Shipoo Inc.  
 
 
 
Partners
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