Mitsubishi Eclipse Cross Brochure by Tomohira Kodama |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Mitsubishi Eclipse Cross PRIMARY FUNCTION: Brochure INSPIRATION: Eclipse Cross is the first car released with the Mitsubishi Motors new brand tagline of Drive your Ambition embodied, therefore the brochure should not be caught up in the existing concept. We wanted people to have a real experience of Eclipse Cross dynamism and a sense of presence. To realize this, the brochure had to be something to offer a real sense of driving performance and to make an imprint of its styling on people’s mind. This is what we tried to create with this brochure as our goal. We believed that it would be appropriate for us to challenge a new way of expression method to create this brochure. With this idea, we used a photographer specialized in motorsports, a QR code leading people from a paper-based brochure to a movie available in the website to show a real perspective of this car. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Mitsubishi Motors changed its brand tagline from drive@earth to Drive your Ambition and unveiled a new model Eclipse Cross as the first release under this new tagline. The Eclipse Cross is a SUV featuring aggressive design symbolizing the tagline. A twist offering people a real experience of Eclipse Cross’ dynamism and presence through a visual perception is added to this brochure. We used a photographer whose area of expertise is to shoot motorsports and pursued reality with one shot. In addition, a QR code provided in the brochure offers people a chance to watch short movies showing its style and driving performance on the smartphone. A spread with the QR code is laminated to make it noticeable and to draw people’s attention. Also using red and black as key colors helped to show the strong personality of the Eclipse Cross, bringing out its powerfulness and heavy feeling through the contrast. OPERATION / FLOW / INTERACTION: In Japan, automobile brochures are considered as an incentive item for targeted customers. Therefore, a brochure must convey both emotional and functional qualities to the potential buyer. In general, there are two ways of obtaining a brochure: either by picking it up at a dealership, or by ordering it on the Internet. In Japan, even after purchasing a car the delivery period can stretch to three months. The brochure allows the new owner to obsess over his or her purchase and fantasize about driving it, while waiting for the car to be delivered. PROJECT DURATION AND LOCATION: The MITSUBISHI Eclipse Cross was launched in March 2018 Japan. The brochure was released at the same time and will be used until the model gets updated. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: In general, the best angle to reflect a car designer’s intention and lighting to add spice to its character line are used to create car artworks in brochure production. And this usually creates a perspective setup beforehand and makes the artwork look artificial. We totally excluded any of those technics mentioned above from the Eclipse Cross brochure production. We used a photographer specialized in motorsports and brought the actual car to various shooting locations in order to capture a moment of sparks in the viewfinder, coming out from the car. The images used in this brochure are all inspirational. We went through thousands of images one by one and made our selections very carefully. In addition, a video shot at the same time as the main still photography shooting can be played on the smartphone by using a QR code. To make this QR code eye-catching, polypropylene processing is applied to the brochure pages where QR codes are available. This attracts people’s interests and leads them to watch the video. SPECIFICATIONS / TECHNICAL PROPERTIES: Size: A4 size (210mm x 297mm) with 24 pages. Saddle stitch. This brochure uses FSC (Forest Stewardship Council) approved paper, which is made from thinned wood. TAGS: E-graphics communications RESEARCH ABSTRACT: none CHALLENGE: People can experience Eclipse Cross dynamism and a sense of presence as reality each turn of a page. This is exactly what we tried to achieve with this brochure and pre-established harmony should not exist there. Our idea was to enclose instantaneous discoveries and surprises in the brochure as they are. The artwork/photos used in this brochure are the results of our efforts to capture inspirational moments the car creates without having any plans such as when to shoot, where to shoot, what to shoot and how to shoot. In addition, polypropylene processing is applied to the brochure pages with a QR code to lead people from the brochure to a web video. People would stop turning pages there because they feel difference with the processing and find the QR code. And the suggestive advertising copies motivate people to watch the video. ADDED DATE: 2019-02-07 06:09:33 TEAM MEMBERS (1) : Creative Director: Takanori Utsumi, Art Director: Ryuji Ishimatsu, Nobuko Murakami, Graphic Designer: Sho Bancon, Copywriter: Hiroyuki Arai and Photographer : Sjoerd ten Kate IMAGE CREDITS: none |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: MITSUBISHI MOTORS CORPORATION PROFILE: ・Established: April 22, 1970 ・Head office: 33-8, Shiba 5-chome, Minato-ku, Tokyo 108-8410 Japan ・Number of employees: Consolidated 29,604 ; Non-consolidated 13,222 ・Capitalization: JPY 284,382 million ・Purposes of incorporation: (1) Development, design, manufacture, assembly, sales and purchase, importing and other transactions relating to automobiles and to component parts and replacement parts of said automobiles. (2) Development, design, manufacture, assembly, sales and purchase, importing and other transactions relating to agricultural machinery and industrial engines and to component parts and replacement parts of said agricultural machinery and industrial engines. (3) Sales and purchase of used automobiles as well as component parts, replacement parts and accessories of said used automobiles. (4) Sales of measuring equipment. (5) Acting as insurance agents in accordance with laws relating to property damage insurance and to automobile damage indemnity insurance. (6) Financing business (7) Any other business related to the purposes set out above. |
| AWARD DETAILS | |
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Mitsubishi Eclipse Cross Brochure by Tomohira Kodama is Winner in Advertising, Marketing and Communication Design Category, 2018 - 2019.· Press Members: Login or Register to request an exclusive interview with Tomohira Kodama. · Click here to register inorder to view the profile and other works by Tomohira Kodama. |
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