東京工芸大学　芸術学部フェスタ2020　電子図録

78 Department of Design SAGARA Kentaro Art Director / Representative of POLARNO Established POLARNO in 2018 after working for ADBRAIN and Dentsu Inc. (temporary transfer to permanent position). Facing the possibilities of design, he is working to put designs as novel, beautiful, and meaningful as possible into society “The Shape of Clorets” is an advertisement that attempts to visualize flavor. In this work, under the hypothesis that if you could visualize taste and texture, it could be possible to create the ultimate advertisement, one that communicates more intuitively, I attempted an experimental advertisement consisting purely of shapes, completely omitting a left-brain style of communicating information. This work was produced through the following process: 1. Create a lot of random shapes (N=700). 2. Prepare five types of Clorets gum, and have various people chew it; ask them to choose a shape that most closely represents the gum, with taste, mouthfeel, texture, and shape as hints (N=130). 3. Collect the results and establish the number one shape as the design, and use it as-is to advertise. By making an approach to the production process itself rather than coming up with an expression, the expression became an interesting one that could not be created with ordinary advertisement. The Shape of Clorets the 2020 Faculty of Arts Festival FESTA-13 Artwork