video & motion graphics

channel 4 (tv nelonen) / helsinki finland

November 02, 2011

Urban Abstract from Musuta on Vimeo.



International Advertising Festival
(Design Lions)
Corporate or Brand Identity / Broadcast Design & Graphics :


Awards 2010 : TV & Cinema Communications
TV Promotions, Stings & Programme Junctions


*ED AWARDS / European Design Awards :

Vuoden Huiput (Top of the Year Finland) : Shortlist

Urban Abstract

Creative Director: Jopsu Ramu, Musuta Ltd.
Art Director: Jopsu Ramu Musuta Ltd. + Shun Kawakami, artless Inc.
Cover Artwork: Shun Kawakami, artless Inc.
Design: Jopsu Ramu, Musuta Ltd.
Sound: Chikao Maruyama
Producer: Timo Huhtala, Musuta Ltd.
Director: Mitsutomo Maeda & Masaru Ikeda, EDP graphic works Co., Ltd.
Production company: EDP graphic works Co., Ltd.
Project management Tokyo: Masaji Kinoshita, Shirofuchi Inc.
Executive Producer: Musuta Ltd.
Created by: Jopsu Ramu & Timo Huhtala, Musuta Ltd.

Art Director Jopsu Ramu from Musuta Ltd. has created together with Shun Kawakami (artless Inc.) an artist and designer from Tokyo – a piece titled Urban Abstract. This digital art piece was commissioned by TV Nelonen and it is being shown as the November break bumpers on one of the biggest commercial TV channels in Finland: TV Nelonen.

Urban Abstract -piece was born in Tokyo during 2009.
It consists of 40 X five second clips, or it can also be viewed as a one 200 second journey.

D&Ad Awards

The piece was awarded bronze in this years D&Ad awards, it was selected for the book ‘The Best Advertising and Design in the World 2010’ to be published by Taschen. Urban Abstract was picked amongst more than 20 000 pieces submitted to D&Ad and was among the seven pieces chosen in the highly competed TV & Cinema Communications category. D&AD is an organization that represents the global creative, design and advertising communities. Since 1962, D&AD has set industry standards and educated and inspired the next generation.

URBAN ABSTRACT – About the concept:

Urban Abstract is a journey across urban space that unfolds in forty, 5 second parts. The journey, in one, two and three dimensions, is a bit like abstract surfing in which the original destination is only reached after a number of seemingly random yet linked detours occur. Points , lines, planes and other abstract elements create a journey through an Urban Abstract.
The space between things is as important as intended space, perhaps creating a fourth dimension. Meaningful shapes and purposes occur in this dimension’s reality as well. The concept of “negative space” has meaning here.
Nature plays a part as well. To be able to understand and differentiate what is urban one has understand what is nature.
The style of the shorts is fluid and, though seemingly random, stream into a cohesive whole. Perhaps watching them in a different order would be more like seeing the same journey from another point of view. The sound world is also very important — movement in space is sensed even if watching the shorts with eyes closed. Sounds overlap, fade, come and go.
Architectural, abstract, someway minimalist and abstract with a touch of humanity.
This feeling is reached through mixing techniques such as vectors , hand drawn lines and painting.
Urban Abstract was realized in Tokyo by a team of artists, designers and animators from Finland and Japan.

About the creators:

Jopsu Ramu
Jopsu Ramu (born 1982). Jopsu is a young, successful Finnish designer and an art director (awarded by D&Ad, European Design Awards) who runs her own design studio Musuta Ltd. Jopsu Ramu creates art, graphics, space & design.

Shun Kawakami (artless Inc.)
Shun Kawakami is a highly awarded designer & artist living in Tokyo. He is also the founder and chief of Artless Inc. He has won awards in many design competitions from NYADC Young Gun6, Type Director’s club (TDC) to Art Director’s Club (ADC). He has also held many exhibitions in Japan, Europe and the U.S.

Musuta Ltd.
Musuta Ltd. is a Finnish company operating in Helsinki & Tokyo. Musuta is a multidisciplinary design studio, Musuta can draw, write & think. Musuta does design, graphics, art, space, branding & concepts.
Musuta produces Ramu’s personal art work as well as creates commercial work for different clients including: Iittala, Pepsi Co., Kawada Group, TV Nelonen…


The website works as a part of the piece and creates an extra dimension for the clips shown on TV.


The 200 second piece can be viewed at:


Press :

© artless Inc. All rights direction + design by artless (tokyo) / interactive design by manmaru (paris) / sound by noiselessly