Backbone Next Level Play, now in your hands


Brand communication
Creative direction
Art direction
Video production
Campaign promotion
Social media management


Based out of the US, Backbone is one of the world’s most exciting names in mobile gaming. The company’s eponymous product, the Backbone One, is a controller that wraps around and connects to an iPhone, transforming it into a wide-screen gaming console that offers immersive gameplay.
The company wanted to tap into Japan’s avid gaming community, so they teamed up with Y+L Projects to create a series of press and social media-ready still images and videos localized for the Japanese market.
アメリカを拠点とするBackboneは、iPhoneに接続することで没入感を楽しめるiPhone用ゲームコントローラー Backbone One 及びそのアプリを開発・販売している企業です。
同社はグローバルでビジネスを拡大していくために、日本市場でのブランディング・ローカライズを模索しており、Y+L Projectsにお声をかけていただきました。


Impressed by the sleekness, mobility, and utilitarian function of the Backbone One, we (Y+L) wanted to create a series that challenged the notion of gaming being an unfairly often categorized as ‘geeky’ pastime relegated to game centers and bedrooms. Thanks to Backbone, users can take their passion for gaming on the road, making it more mobile, and more social while still being completely immersive when it comes to the gaming experience itself.

The first concept for the series was “gaming as a fashion statement.” Inspired by magazine editorials, Tokyo’s vibrant fashion community (and influencers), and Backbone, the series took the gaming device to the streets, where nightlife fuels culture.

Backbone One is an accessible gaming device, both in terms of use and price point. It uses one of the most ubiquitous pieces of technology that exists – the smartphone – making it a gaming device for almost everyone.
Capitalizing on these points, the second concept was “choose your player/ anyone can game,” a tight video reel showcasing some of the diverse cast of characters who enjoy gaming in Japan.
Backbone Oneのスマートさ、機動性、実用的な機能を肌で体感するために、チームはBackbone Oneを至る所に持ち歩き、実際に体験してみることにしました。カフェ、電車の中、居酒屋、ホテル、車の移動中。驚いたのは、シームレスにどこでも高速でゲームでき、専用のアプリを使うと常に友達と繋がることができるソーシャライズ性。


今回の軸になるコンセプトを2つ考えました。 「Gaming as a fashion statement」「Choose your player」 。東京の活気に満ちたファッションコミュニティ、インフルエンサーが仲間とファッションを楽しむかのようにゲームを楽しんでいる。そして、どの世代でもBackbone One を使用すると手軽にプレイすることができ、ゲームを通して繋がっている感覚になること。これらをクリエイティブに落とし込み、アセットを開発しました。


Y+L Projects produced, shot, and edited two content series – still and video – exploring the two concepts: “gaming as a fashion statement” and “choose your player/ anyone can game.” The outcome was a series of editorial-style images and a video that Backbone could use both for press, advertising, and on the company’s social media channels. Y+L Projectsは、クリエイティブ制作からデジタルマーケティングを担当し、キャンペーンを企画・実行。ソーシャルメディアでは、「Backbone コントローラー」に関するツイートやアカウントのタグ付けが数多く集まり、デジタルプレゼンスを大きく伸ばしたプロジェクトとなりました。

Editorial style photography

Ready for multi-platform use

Showing audiences that gaming is for everyone

Embracing the product’s diversity and usability


Account director: Andrew Walker, Lucy Dayman
Producer: Lucy Dayman, Yoichiro Tamada
Creative direction: Yoichiro Tamada, Hiroki Shindo (SOPHIE.STUDIO)
Art direction: Hiroki Shindo (SOPHIE.STUDIO)
Photography: Kim Marcelo
Copywriting: Atsuko Tanabe, Lucy Dayman
Video production: Itsuki Okamoto, Patryckyuto Satoshimizu, Miisuke Umeda
Stylist: Daiki
Make up: Yuri Nabata
Model: Kie, Rara, Key, Kazane, Koki, Konchiwassu, Hikaru, Yu Okamoto
Project management: Lucy Dayman, Genta Sawabe



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