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  • © Honda Motor Co., Ltd. and its subsidiaries and affiliates.

Grand Prize

Sound of Honda / Ayrton Senna 1989

SUGANO Kaoru / YASUMOCHI Sotaro / ORAI Yu / Nadya KIRILLOVA / YONEZAWA Kyoko / SEKINE Kosai / SAWAI Taeji / MANABE Daito

Video work, Website, Media installation, Sound work [Japan / Russia]

Honda’s car navigation system “Internavi” designs drivers’ journeys using vehicle log data. Sound of Honda / Ayr ton Senna 1989 used Formula One data from 24 years ago to bring an Ayrton SENNA race back to life in sound and light. The data from the then world’s fastest lap, achieved by SENNA in the qualifiers for the F1 Japanese Grand Prix in 1989, was digitally reconstructed and analyzed. By matching this up with recordings of MP4/5 cars, reproductions were created of the engine sounds at the time. Installing speakers and LED lights along the 5,807-meter long Suzuka Circuit, the reproduced engine sounds were paired with motion data from the race. On a website, the 1:38:041 lap time was recreated in 3D computer graphics using WebGL (an API for displaying 3D graphics in a browser), enabling viewers to experience SENNA’s performance online. A smartphone app also allowed drivers to enjoy the sounds of SENNA’s lap in their cars.

©Honda Motor Co., Ltd. and its subsidiaries and affiliates.
All Projects:菅野薫/保持壮太郎/Nadya KIRILLOVA/大来優/米澤香子/澤井妙治/河村知之/植田みさ/鏑木崇雄/佐藤巧磨/金聖源/平野貴詩/藤岡将史/外山良子/宮下研也/平田日向子/石川治彦/今村健/三河昭広/澤戸寛明│Film:関根光才/真鍋大度/上野千蔵/国枝礼樹/浅賀達志/平野哲朗/甲斐洋輔/佐藤巧/市原登志幸/寺島厚司/千葉秀憲/比嘉了/玉田邦夫/柳澤知明/本間無量/堀宏行/山本龍哉/田鹿充/東雅明/高橋勝/鴫原大輔/瀬谷さくら/遠藤知洋/綾城重理人/三浦直也│Web(3D-View/Sound&Data):對馬正/安井健太郎/角田達哉/ TAKCOM /永嶋敏之/金原崇人/増田一太郎/関洋輔│Project Movie:中西尚人/宇崎慎二/和田壮史/三神健太/木内健雄/澤戸寛明/川合一仁/熱田護/金子博/今宮純│App:金原崇人/山口幸太郎/徳井直生/浦川通/吉村隆則

Profile

SUGANO Kaoru

Japan

Dentsu creative technologist.

( 2015 )

YASUMOCHI Sotaro

Japan

Born in 1981 in Kanagawa and brought up in Setouchi. Planner and copywriter for TV commercials at Dentsu.

( 2013 )

ORAI Yu

Japan

Born in 1983 in Tokyo. Art director at Dentsu.

( 2013 )

Nadya KIRILLOVA

Russia

Born in St. Petersburg, Russia in 1984 and grew up around the world. Copywriter at Dentsu.

( 2013 )

YONEZAWA Kyoko

Japan

Born in 1985 in Kanagawa. A creative technologist at Dentsu and a cat-lover.

( 2013 )

SEKINE Kosai

Japan

Born in 1976 in Tokyo. Video artist. Directs TV commercials, music videos and films, among other things. His output is distinguished by its international range, including cross-cultural story-telling and experimental work.

( 2013 )

SAWAI Taeji

Japan

Born in 1978 in Osaka. Sound artist and a director at Qosmo, inc. He focuses on effects that produce sounds in a range of environments, and works across many fields, including product design, advertising, web design and film. In his solo work he also produces performances and installations at overseas festivals like Sonar.

( 2013 )

MANABE Daito

Japan

Born in 1976 in Tokyo. Media artist, Artist, interaction designer, software engineer, DJ, composer. Representative of Rhizomatiks Research.

( 2017 )

Award Reason

The concept of trying to recreate SENNA’s engine sounds from a one-page graph of driving data recorded by Honda engineers was interesting in itself, and the video work depicted the arduous transformation of this into the giant installation. Just listening to the sampled and tuned engine sounds brilliantly elicited memory data stored away in the depths of the viewer’s mind, bringing it back to life in your head. Gradually you have the illusion that you are actually there, while watching the minute adjustments of the accelerator based on throttle data evokes images of SENNA’s feet on the pedals. Both the team’s attempt to “move people through data” as well as the actual results were highly praised. The work demonstrates that strong basic data stays fresh in spite of time, and independent of the vicissitudes of media it can be a source for continued creativity. (IWATANI Toru)

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