muiLab's Award-Winning CES Launch Video
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6466903b93a2716545cef060_Mui-Calm-Design---Kickstarter-Crowdfunding-logo.png)
Category
Crowdfunding Video
Client
mui Lab
Country
USA/Japan
Runtime
2:37 min
Date
2018
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a0aeee90ff2b51eb1d1f_mui%20_%20Calm%20Design%20Device%20on%20Kickstarter%20Oct%2019%202018%200-28%20screenshot.jpg)
Case Study
mui is an interactive wood panel that becomes activated with a swipe of your finger. When it is not utilized, the panel remains sleep-mode and will become a beautifully-sanded wood furniture.
This was a challenging function to showcase to early adopters – there aren’t really any comparable devices on the market (wood that turns into translucent high tech), so we had to not only launch a product, but an idea. The project required multilingual management from conception to completion, and Prodigium’s producer Hiroki Kamada was up for the task, being perfectly fluent in both languages. We opted to work on the client’s time zone schedule to streamline communication.
This was a challenging function to showcase to early adopters – there aren’t really any comparable devices on the market (wood that turns into translucent high tech), so we had to not only launch a product, but an idea. The project required multilingual management from conception to completion, and Prodigium’s producer Hiroki Kamada was up for the task, being perfectly fluent in both languages. We opted to work on the client’s time zone schedule to streamline communication.
Simultaneous Productions in Los Angeles & Kyoto (JP)
One of the obvious challenges for the mui to launch on Kickstarter video was that the company and its leadership are based in Kyoto, Japan. The launch video needed to have a global appeal, both transmitting a US-centric consumer base as well as an authentic portrayal of the Kyoto-based team that manufactured the device. We needed to film the product use cases in US, and the founder interviews / company portrait in Kyoto.
Thanks to the crew and vendor network we’ve been building for the past 10 years throughout Japan, we were able to offer great costs savings to our client and achieve the best quality possible while ensuring a safe multinational production.
Thanks to the crew and vendor network we’ve been building for the past 10 years throughout Japan, we were able to offer great costs savings to our client and achieve the best quality possible while ensuring a safe multinational production.
![Ava discovered this issue and worked tirelessly for two years to build a solution to the problem: An app that would transcribe conversations by using the participants’ smartphone microphones through speech recognition. By having multiple phones present and building voice profiles, the app is able to distinguish between voices and create a chat bubble-like transcription of the conversation. The deaf person can easily read along and contribute to the conversation by typing and using text to speech – all within Ava.](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/62e96c65ebf2403cf6b99003_ava_case_1.webp)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a9c352c950f225f788a0_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-28_screenshot_852x480.jpg)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a763934073dcf8eeebd6_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-43_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348ac24536c24007707f4c1_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-20_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a86f116604b693092924_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-37_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348abdbd0ba34b8af9ffbfb_Screen_Shot_2022-10-13_at_3.49.26_PM_1_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a81fcceb49568704f4b3_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-22_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a92245aecffdfc4f3a69_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-7_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348aa14e36e2f35994d3e09_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-52_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a6e620f3e13dbdce1b64_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-49_screenshot_1_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a7ba652dd4275c004aab_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_1-13_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a8b66fbc48873268df99_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-33_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348acd919873b83322d7b31_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_1-11_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a66042dca21154187096_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-14_screenshot_852x480.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348ac97d997a404b7d2b832_mui___Calm_Design_Device_on_Kickstarter_Oct_19_2018_0-55_screenshot_852x480.png)
![Ava discovered this issue and worked tirelessly for two years to build a solution to the problem: An app that would transcribe conversations by using the participants’ smartphone microphones through speech recognition. By having multiple phones present and building voice profiles, the app is able to distinguish between voices and create a chat bubble-like transcription of the conversation. The deaf person can easily read along and contribute to the conversation by typing and using text to speech – all within Ava.](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/62e96c65ebf240a3c5b99028_ava_case_16.webp)
Video Release and Press Reaction
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a192a050839960b54c02_mui%20_%20Calm%20Design%20Device%20on%20Kickstarter%20Oct%2019%202018%200-7%20screenshot.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a13a08a873c03ba5d487_mui%20_%20Calm%20Design%20Device%20on%20Kickstarter%20Oct%2019%202018%200-14%20screenshot.png)
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a1adbf1fa7594afea0d1_mui%20_%20Calm%20Design%20Device%20on%20Kickstarter%20Oct%2019%202018%200-49%20screenshot.png)
The release of the video immediately sparked press reaction. The device and the video were featured in articles on CNet ("Built to calm, not to distract"), The Verge, as well as numerous other outlets. Mui had an experienced PR team that utilized our video as a major pitch element to intrigue the press: what in the world is mui, after all?
mui Lab then used the video and won three awards at reputable pitch contests, one after another. The crown to the accolades was a prestigious CES Innovation Award.
mui Lab then used the video and won three awards at reputable pitch contests, one after another. The crown to the accolades was a prestigious CES Innovation Award.
![](https://cdn.prod.website-files.com/62e96c65ebf2403b48b98f07/6348a2139c1903b337f9129e_mui%20_%20Calm%20Design%20Device%20on%20Kickstarter%20Oct%2019%202018%200-52%20screenshot.png)
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