This Amazing Clock Has a Different Hand for Every Minute of the Day

In the video below, you can watch Japanese ad agency Dentsu transform passing time into art. According to Adweek, the project was commissioned by Japanese stationery brand Hitotoki, which produces crafting materials. To celebrate the value of handmade items in an increasingly fast-paced world, Dentsu created a film advertisement for their client depicting their goods as a stop-motion clock.

The timepiece ticks off all 1440 minutes in the day, and was assembled in real-time against a colored backdrop during a single 24-hour take. Its "hands" were crafted from different combinations of some 30,000 disparate small items, including confetti, cream puffs, tiny toys, silk leaves, and sunglasses.

"In a world where everything is so hectic and efficient, we wanted to bring the value of 'handmade' to life," explains Dentsu art director Ryosuke Miyashita in a press statement quoted by Stash Media. "We created different combinations of small Hitotoki brand items to express each and every minute."

You can check out a promotional video for the project below, which details the arduous crafting process, or view a real-time version of the clock here.

[h/t Adweek]