McCann Millennials Japan partner with Magical Punchline to make a music video without music

A1-CD project.jpgMcCann Millennials an innovation project led by Millennial generation employees of McCann Worldgroup Holdings Japan has launched a joint project with one of Pony Canyon's up and coming idol groups "Magical Punchline."

AI-CD ß is A.I. that was developed by McCann Millennials to be able to give creative direction to produce commercials. In order to develop the A.I., the team deconstructed and tagged a broad range of TV commercials, including the winners of the ACC CM Festival for the past 10 years (the ACC CM Festival is Japan's most prestigious advertising awards given to the year's most superior creative works). Using its database, the A.I. is designed to provide creative direction that would create the most suitable commercial for the particular product or communication message.

In this project, AI-CD β, an A.I. that gives creative direction for advertising, will propose the optimal visual expression to promote the group's new song from the perspective of TV advertising. A music video will then be shot based on the A.I.'s direction. The project is a world's first* attempt to work backwards and produce a music video first and write the music later based on the video.

1) Creative direction for a music video will be proposed by the A.I.
2) Dance scenes and tempo will be set and shooting will proceed without music
3) A music video without music will be released to the world
4) Music to fit the video will be written later

 AC DI 3.jpgTo create the most effective promotion video for Magical Punchline's second single, McCann Millennials performed a structural analysis of music-centered TV commercials and added the results to AI-CD β's database. Based on this data, AI-CD β gave the following direction: "Create a [stimulating] video that conveys [hunting instinct] through a tone of [ennui] using a [school] motif and [objectification]". Based on this creative direction, we will attempt to create a music promotion video as an extension of a TV commercial.

It's the world's first* attempt to shoot a music video first and write music later based on the video.

Short documentary videos following the project's progress, from its launch to the production of the music video, will be released in time with each phase. Currently, three episodes are available for viewing, including the announcement of the project by the members of Magical Punchline.

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