Japanese sports brand Onitsuka Tiger is attempting to encapsulate the essence of modern Japan in its latest new campaign through Blast Radius Amsterdam. The work encompasses a film of a specially built installation, plus several print executions and online and in-store activity.
Tokyo's NAM collective built the installation, in which humans, cherry blossom, spilt coffee, furniture and gardening tools appear in a state of suspended animation, each item supported by deliberately visible wires. Blast Radius created the film and print executions, which are designed to reflect the brand's three new collections. The film, Craft of Movement, was directed by Andrew Watson, creative director at Blast Radius, who was responsible for appointing and collaborating with NAM.