CASE 08
Dart Trip Japan × Autumn Rail Pass 2026
A self-initiated project, 2026. A free web game where you throw a dart at a map of Japan, blindfolded, and get a printed travel plan for wherever it lands, plus a limited-time special edition built around JR's Autumn Rail Pass. Alongside the game itself, we produced promotional long-form videos, short videos and social media copy in Japanese, Chinese and English: a complete, one-stop package from concept to launch, through a single point of contact.
▶Watch the film- Our role
- Concept / Web game design & development / UI & visuals / Long-form & short videos / Social media copy / Japanese, Chinese & English
- Delivered
- Full package: campaign web game + long-form promotional videos (YouTube) + vertical short videos + social media copy, all in three languages
Project background
The idea was to turn "I want to get away this weekend but can't decide where" into a game. The special edition is built around JR's Autumn Rail Pass, which gives three consecutive days of unlimited local and rapid trains across all JR lines (3–18 October 2026), and suggests trips you can make on that pass alone. It is a self-initiated project, not an official JR campaign.
How we made it
The result is down to luck, but the trip it hands you has to be one you can really take. We built JR's conventional-line network from railway data, so the game works out a route to the landing spot on local trains only, plus a three-day itinerary with ride times, transfers and autumn-leaf spots along the way. The result prints out as a ticket-style plan with a "Decided" stamp, and you have to void it before you can throw again. Making a redo deliberately a little awkward makes people more invested in the trip they drew. Share links never include the starting point, so nobody learns where you live.
What we delivered
Everything the campaign needed, delivered as one package: (1) a mobile web game in Japanese, Chinese and English; (2) long-form landscape promotional videos for YouTube in all three languages, with narration and subtitles; (3) vertical short videos in all three languages, with a QR code; (4) post copy for X and Instagram in all three languages. No need to hire one company for the game and another for the videos: every asset shares the same content and tone and can launch on the same day. The same mechanism can be adapted to other regions, lines and themes: rail passes and excursion tickets for railway companies, "throw within our prefecture" tourism campaigns for local governments and tourism boards, or destination draws for hotels and travel agencies. Limiting the area, featuring recommended spots and shops, linking to coupons or furusato nozei, multilingual support and promotional video production can all be planned together.