Turning a Bustling Underground Mall into a Campus: Osaka University of Arts × Whity Umeda, Student-Produced PR Videos Now Screening

■ Period & Location: Monday, February 9, 2026 – Sunday, April 5, 2026, Whity Umeda

Osaka University of Arts (Location: Kanan-cho, Minami Kawachi-gun, Osaka Prefecture; President: Kunihiko Tsukamoto, hereinafter referred to as 'the University') has collaborated with Osaka Underground Shopping Center Co., Ltd. to produce PR videos utilizing the 200 digital signage screens at 'Whity Umeda,' which is used by approximately 400,000 people daily. This project is a practical initiative for students in the Film Department to experience 'real client work,' and the 16 video works produced by student teams are being broadcast at Whity Umeda until Sunday, April 5, 2026.

■ 'Social Implementation' in a Massive Underground Mall with 400,000 Daily Passersby

This project was conducted as a coursework assignment for the first semester of the second year in the Film Department. The aim was not merely to acquire video production skills but also to foster an objective perspective on 'who the work is for.' Students experienced a workflow equivalent to that of professional practitioners, starting with research and interviews, moving through idea meetings, proposal presentations, actual production and refinement, client checks, and final delivery, all set against the backdrop of 'Whity Umeda,' which is frequented by about 400,000 people daily.

Furthermore, 'on-site simulations' were conducted to verify how the videos would appear in actual sightlines. Overcoming the difficulty of conceptualizing for 'viewers and clients' rather than just 'what they want to create,' and the pressure of balancing client requests with impact, has become a strong motivation for their future endeavors.

■ Diverse and Humorous Creations from 16 Teams to Capture Passersby's Attention

Despite the constraint of broadcasting without sound, the students worked through trial and error, focusing on 'how to attract the attention of passersby.' This resulted in a diverse range of works that leverage the unique humor and fun of Osaka University of Arts students. Within a short production period, they responded to client requests, presented confidently in final presentations, and completed the delivery.

* 'Concept: 'Chika' (underground) means safe! A special effects hero, 'Umeda-man'.'

* 'Warm animation combining clay and wool felt.'

* 'Staff recruitment video using comical illustrations and unique motion graphics.'

* 'A variety of 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, Film Department
Cooperation: Osaka Underground Shopping Center Co., Ltd.