SS13 Craft of Movement campaign

SS13 Craft of Movement campaign

For the Spring-Summer 2013 brand campaign we teamed up with NAM, a Tokyo based graphic/art collective founded by graphic designer Takayuki Nakazawa and photographer Hiroshi Manaka, to capture the Craft of Movement in modern day Japan. In just five days we rebuilt the bustling streets of Tokyo across three scenes. Using their trademark nylon gut, NAM suspended the props on the set, while the models stayed in continuous motion to imitate the fluidity of daily movement. For some extra help on set, we brought in art students from Musashino Art University AND Tama Art University in Tokyo to get their hands dirty. A set of wheels from our collaboration partners at Tokyo Bike, a Japanese “stop” sign and the classic cherry blossom tree infused the campaign with our Japanese heritage and twists of modern day Nippon.

Experience the details of Tokyo’s ever-present momentum with our campaign video. Along with our brand campaign visuals, we’ve created a behind the scenes video that shows how Onitsuka Tiger worked with NAM and its production partner GunsRock Tokyo to combine fantastically staged photography and astute graphic design to create a dynamic experience for Spring-Summer 2013.