Entitled “Craft of Movement”, Onitsuka Tiger presents its Spring/Summer 2013 campaign.
Move, move, move… Movement represents so much. Born from the love of sport, our passion for it infuses everything we do. But for us, movement is not about speed, sweat and victory. It’s about subtlety, nuance and beauty. It’s capturing every detail in the dynamism of modern life. We call it the Craft of Movement.
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 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.
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