Making the underground shopping mall, where 400,000 people pass through daily, a campus. Osaka University of Arts x Whity Umeda: Student-produced PR videos are now being screened.

Osaka University of Arts (location: Minamikawachi-gun, Osaka Prefecture, President: Kunihiko Tsukamoto, hereinafter referred to as "the University") collaborated with Osaka Chikagai Co., Ltd. to implement a PR video production project utilizing 200 digital signage screens in "Whity Umeda," an underground shopping mall through which approximately 400,000 people pass daily. This project is a practical initiative where students from the Department of Moving Image Arts experience "real client work," and the video works created by 16 teams are being screened at Whity Umeda until Sunday, April 5, 2026.

■"Social Implementation" in a Giant Underground Shopping Mall Where 400,000 People Pass Daily

This project was carried out as a course assignment for second-year students in the Department of Moving Image Arts during the first semester. The aim was not merely to acquire video production skills but also to gain an objective perspective of "who it is being made for." With "Whity Umeda," an area through which approximately 400,000 people pass daily, as their stage, students experienced a professional workflow, from research and interviews, idea meetings, and proposal presentations, to actual production and refinement, client checks, and finally, delivery of the completed work.

Furthermore, "on-site simulations" were conducted to verify how the videos would appear to actual passersby. The experience of overcoming the difficulty of conceptualizing not "what they wanted to create" but "what viewers and clients would want," and the pressure of balancing demands with impact, has become a strong motivation for their future.

■Diverse and Humorous Creative Works from 16 Teams That Catch the Eye of Passersby

Within the constraint of a no-sound broadcasting environment, numerous trials and errors were conducted focusing on "how to attract the attention of passersby," resulting in diverse works that leverage the unique humor and enjoyment of Osaka University of Arts students. Even within a short production period, they met client demands, made confident presentations at the final review, and completed delivery.

・A special effects hero 'Umedaman' based on the concept of safety because it's "Chika" (underground).

・Warm animations combining clay and wool felt.

・Staff recruitment videos featuring comical illustrations and unique motion graphics.

・Various creative works.

■Project Overview

Name: "Whity Umeda" PR Video Production Project

Screening Period: Monday, February 9, 2026 – Sunday, April 5, 2026

Screening Location: Whity Umeda "200 Ceiling Vision"

Participating Students: Osaka University of Arts, Department of Moving Image Arts

Cooperation: Osaka Chikagai Co., Ltd.