DENSO COMMUNICATION PROJECT 20162016
"Exceptional engineering (TECHNOLOGY) is one that, through the engineerʼs simple and honest appreciation of the physical principles as well as human craftsmanship (ART), has been refined to the realm of artistry." With the theme ART AND TECHNOLOGY, this advertising project highlights the origins of DENSO in Japanese industrial manufacturing culture, by expressing the beauty of advanced engineering.
The Beauty in Purely Pursuing Functionality
DENSOʼs products, utilizing unprecedented materials and production technologies, achieve high-quality standards often demanded by space shuttles, while being mass-produced at prices accessible to everyone. This represents the pinnacle of global product design.
In conventional product design, items are crafted with the intention of being seen, inherently possessing beauty. However, the series of products handled here possess beauty that emerges purely from the pursuit of functionality.
Ordinary components hidden within a car are, in fact, beautiful. This advertising project aims to share the wonder of these discoveries, as seen through the eyes of designers, with the world.
Member
Creative Direction: Tokio Haruta
Art Direction: Tasuku Matsumura
Graphic Design: Tasuku Matsumura, Takafumi Tomono
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