SUNNY SIDE X Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Daizo Nishitani), which is responsible for the brand tech business of SUNNY SIDE UP GROUP Inc., will open a new brand communication studio, “XR STUDIO,” on Friday, September 1, which synthesizes 3DCG virtual space images and live-action shooting of people in real time, in response to the expanding needs of the rapidly growing brand tech field worldwide.

■The Background of Opening the “XR Studio”: Sprinkling (X) Technology and Creativity on Let’s Have Fun!

Since its establishment, our group has been developing brand communication services with a focus on PR, under the slogan “Let’s Have Fun!”. In addition to the globally accelerating changes in technology, and with the arrival of the hyper-video era, in which videos are used for all communications, our group will further grow its core business of brand communication, implement medium- to long-term strategic investments in the technology field, promote product development in the same field, and expand its services. SUNNY SIDE X will take on the brand tech business in earnest.

As part of this effort, we will provide a wide range of services, from planning, development, and operation of digital technologies utilizing XR and metaverse areas, as well as distributed digital technologies and artificial intelligence, to recording, editing, and distribution of video and audio data. We will maximize the experience and know-how that our group has cultivated to date, and aim to realize comprehensive, effective, and highly reproducible XR creative solutions for a wide range of stakeholders, including our clients, IP holding companies, and media.

“Technology x Creative,” “Technology x Existing Business,” “Existing Values x New Values”—at the center of connecting them is “X.” SUNNY SIDE X will continue to develop “Let’s Have Fun!” by combining the latest technology with the planning and creative capabilities of SUNNY SIDE UP GROUP, starting with the opening of this “XR STUDIO.”

Click here for inquiries about SUNNY SIDE X Inc. “XR STUDIO”: https://www.ssu.co.jp/contact/ssug

■Equipped with the most advanced equipment in Japan! Cutting-edge “XR STUDIO” Available to Companies and Individual Creators

The latest, most advanced, and permanent real-time virtual production XR studio, which was established in the SUNNY SIDE UP GROUP head office, has multiple dedicated cameras and studio lighting installed in conjunction with tracking sensors. By introducing high-quality XR technology, it can be used widely and practically, from simple shooting by individual influencers to full-scale shooting with TV program quality.

In addition to its use as an XR studio, it can also meet a wide range of needs, from corporate-sponsored events, meetings, business seminars, and various conferences to TikTok and YouTube shooting and distribution by individual creators.

By establishing a state-of-the-art XR studio within our group’s office, which handles brand communication, we will provide total communication with high convenience for brands.

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■Comment from Daizo Nishitani, President and CEO of SUNNY SIDE X Inc.

SUNNY SIDE X, a company that sprinkles (X) technology and creativity on Let’s Have Fun!

The possibilities created by multiplying XR, which has rapidly permeated people’s lives from the entertainment industry to the business world, with ideas originating from PR are endless. A chemical reaction is created by combining the quantitative aspect of the latest digital technology with the values that SUNNY SIDE UP GROUP has carefully cultivated with its clients over a long period of time: “Let’s Have Fun!”. This is the birth of a studio that combines creative brand tech to expand the possibilities of brand communication.

First of all, we would like to introduce our first business, “XR STUDIO.” Although it is still a newly born company and business, we will create “Let’s Have Fun!” for companies by combining technology, creativity, and brand communication including PR. From here, we want to explode various possibilities within SUNNY SIDE UP GROUP.

[Profile]

Daizo Nishitani, President and CEO of SUNNY SIDE X Inc.

After joining Dentsu as a new graduate in 1997, he served as Director of Walt Disney Television, the TV business division of Walt Disney Japan, Director of Viacom Brand Solutions, the Japanese subsidiary of US VIACOM, President and CEO of comScore Japan, the first Chairman of iMedia, and General Manager of iAd at Apple Japan. Based on his 25 years of extensive experience in advertising, media, and marketing at leading companies in Japan and overseas, he has been involved in the management of various companies for the past 10 years. He assumed the position of President and CEO of SUNNY SIDE X in July 2023.

■New Company: SUNNY SIDE X Inc. Company Overview

Responsible for the brand tech business of SUNNY SIDE UP GROUP. In September 2023, “XR STUDIO” was newly established within the SUNNY SIDE UP GROUP headquarters.

Company Name: SUNNY SIDE X Inc.
President and CEO: Daizo Nishitani