NewsPicks Studios × KDDI Joint Project “Shimauma Theater” Short Drama Tie-up

Overview

A case study of a collaborative work with OASIZ’s vertical short drama IP “Seikai ga Wakaranai” on the joint account “Shimauma Theater” by NewsPicks Studios × KDDI.

A collaborative work with OASIZ’s vertical short drama IP “Seikai ga Wakaranai” was produced on “Shimauma Theater,” a joint account by NewsPicks Studios Inc. and KDDI Corporation. We consistently handled scriptwriting, filming, and editing, and created content design that balanced social significance with entertainment value while leveraging the immersive experience unique to vertical dramas.

Approach

Designing a narrative that encourages viewers to think for themselves by depicting the intersection of emotions without presenting answers.

The “Seikai ga Wakaranai” team consistently handled scriptwriting, filming, and editing. We created a structure that offers no definitive answers by intersecting the perspectives of a mother struggling to balance work and childcare with a child wavering between home and school. Leveraging the sense of proximity unique to vertical dramas, we designed a narrative that allows viewers to naturally project their own emotions and encourages them to think for themselves.

Results

The work recorded 5.5 million views for the first episode and 1.1 million views for the second episode, generating empathy and discussion for each character.

Released on TikTok, this work recorded 5.5 million views for the first episode and 1.1 million views for the second episode. The comment section received many voices empathizing with each character’s position, generating responses that went beyond mere viewing. It became a representative case demonstrating the expressive power and social significance of vertical short dramas, and also contributed to promoting understanding of brands and themes.