Onitsuka Tiger has unveiled its Spring Summer 2013 campaign featuring a suspended animation film created by Blast Radius as its centrepiece.
Entitled ‘Craft of Movement’ the film takes its inspiration from the sports lifestyle brand’s Japanese heritage and revolves around an installation designed by Tokyo’s revered NAM collective.
In the film, directed by Blast Radius creative director Andrew Watson, a series of hyper-real urban environments appear in a state of suspended animation, with each item supported by deliberately visible wires.
Viewers are lead through three environments during the film, with a bespoke soundtrack provided by Danish musicians Star Athlete. Students from Musahino Art University were employed to assist in prop creation and build up.
Three print executions named after the collection’s new additions are also set to run, again using the brand’s heritage as inspiration. Extra content and imagery from the project will be used to create in-store experience, and will be featured on the brand’s Facebook page and on OnitsukaTiger.com.
Of the campaign, Lisa Hogg, head of brand management at Onitsuka Tiger, said: “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.”