Onitsuka Tiger Print Craft of Movement 3 by Blast Radius Amsterdam

Adsarchive » Print ads » Onitsuka Tiger » Craft of Movement 3

Craft of Movement 3

Pin to Collection
Add a note
Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Netherlands
Agency Blast Radius Amsterdam
Released January 2013

Credits & Description

Sports lifestyles brand, Onitsuka Tiger, today unveils an inspiring campaign to support its Spring Summer 2013 collection.
Created by Blast Radius Amsterdam, ‘Craft of Movement’ marks a switch in focus for Onitsuka Tiger – from looking back at ancient Japan for inspiration, to unearthing the essence of Modern Japan. The campaign echoes the brand’s beautifully crafted, effortlessly cool and quietly confident designs.
The work revolves around a spectacular installation, designed by Tokyo’s revered NAM collective, which brings to life a series of hyper-real urban environments where humans, cherry blossom, spilt coffee, furniture and even gardening tools appear in an exploded state of suspended animation, each item supported by deliberately visible wires.
A film leads the viewer through the three environments, accompanied by a bespoke soundtrack of electro-pop, courtesy of Danish musicians Star Athlete. Extra content and imagery coming out of the project then feature across print, in-store experiences, and new Facebook and OnitsukaTiger.com destinations.
Craft of Movement was directed by Andrew Watson, creative director at Blast Radius who appointed and collaborated with NAM. NAM’s signature style creates subtle, detailed and visually stunning content that works across traditional and social media. Every aspect of the set mirrors the detail of Onitsuka Tiger’s collection, from production materials to the seasonal colourways.
Students from Musahino and Tama Art University were employed to assist in the build up. The complex set took three 24-hour days to build but only a single day to shoot. This meticulous work can be seen in the time-lapse footage taken behind the scenes of the build. NAM’s photographic technique enables detail to burst off the screen or page in glorious high definition, with all the wires painstakingly attached to every object, clearly visible.
Lisa Hogg, head of brand management at Onitsuka Tiger, says, “Onitsuka Tiger has always produced thoughtful, detailed and memorable campaigns to support its collections. We’ve put a fresh and effortlessly cool foot forward with an imaginative take on hyper reality. Craft of Movement marries the brand’s heritage with modern Japanese lifestyle. It’s about understatement, workmanship and beauty – not speed, sweat and winning. We capture every detail – nothing is blurred.”
Andrew Watson, creative director at Blast Radius, says: “NAM creates unique images with an evocative atmosphere. There are layers of detail, technique and back story to be discovered, a parallel that links the work to the Onitsuka Tiger brand and its products. Craft of Movement is the first execution of our new strategy, a new direction that places the focus on dedication to detail and the discovery of Modern Japan.”