ANALYSIS OF VISUAL DESIGN IN POCARI SWEAT TVC: “HIGH SCHOOL STAR”
Fariza Elyumi Nur Indra Putri, Wegig Murwonugroho

Design Magister Program, Art and Design Faculty, Universitas Trisakti

Abstract

Pocari Sweat is a Japanese drink product. Many of its television commercials (TVC) feature local and international talent in live action settings. One of the TVC run by Pocari Sweat is in Japanese 2D animation style (anime) titled “High School Star”. The commercial went viral due to its inclusion of Indonesian local culture in anime style. It is directed by Yoshitoshi Shinomiya, a famed animator from Japan. The commercial told a story of 2 high school students named Ayu and Reza chasing their dreams. “High School Star” is unique because it mixes two cultures, Indonesian characters and settings told in a Japanese animation style. Yoshitosi Shinomiya used environmental art approach to draw the settings. Yoshitosi interviewed Indonesian high school students and showed the colourful life of Indonesian children.
2D animation is made by traditional means. This paper aims to study character visual style, place settings, and creative strategy in planning with the intention of knowing the key visual acculturation style between Japan and Indonesia. Japanese anime style with Indonesian local culture.
In production process, we see that they use Traditional Animation for moving characters, interviewing children for character profile, and Environmental Art for drawing place settings.
Japanese animation usually uses Traditional Animation and Environmental Art for showing the surrounding places

Keywords: Traditional Animation, Environment Art, TVC

Topic: Material Science