Matthew Miller
Dec 11, 2019

Shiseido and R/GA bring people face-to-face with ageing

An installation at the brand's Global Innovation Centre in Yokohama allows two people to confront older (or younger) versions of each other in real time.

R/GA Tokyo and Shiseido have built a booth that allows two people to see each other, and themselves, as they might look years in the future, or how they might have looked in the past.

Located in the brand's Global Innovation Centre in Yokohama, Japan, 'Beyond Time', according to the companies, allows users to "break the boundaries of time to experience aging—instantaneously and non-linearly".

“We wondered what would happen if people experienced the spectrum of aging with a loved one, in an instant—if a parent became younger than their child, lovers glimpsed each other before they met, and friends grew old together in the blink of an eye," R/GA Tokyo ECD Niklas Lilja said in a release. "Being able to explore different sides of one another outside the boundaries of time is an emotional experience that gives people a new appreciation of each other in the present.”

The companies said that the setup makes use of decades of Shiseido skin research, along with facial data capture and processing technology. The 3D Facial Age Simulation Engine, developed by R/GA, looks at 1,300 facial data points, and compares them to a database of face models, also built by R/GA, to enable a "scientifically accurate aging simulation in real-time".

The agency embedded a team with the client for the project. "We were able to create a world-first, three dimensional and real-time age simulation engine in a relatively short period by working side-by-side with our clients, prototyping in physical and digital spaces, and constantly testing ideas," said R/GA Tokyo executive technology director Anthony Baker. 

Related Articles

Just Published

16 hours ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

17 hours ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

17 hours ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

17 hours ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.