ONITSUKA TIGER TAI-CHI-OG
Overview
The Japanese legacy footwear brand came to us to develop campaign visuals for their TAI-CHI-OG collection, drawing inspiration from legendary cinematographer Wong Kar-Wai. Shot on-location in Hong Kong, we developed a campaign film, stills, and graphic art direction used across the brand’s digital and in-store marketing touchpoints.
Opportunity
A true collaboration between our Tokyo and Hong Kong offices, every aspect from casting to color grading was carefully curated in order to create an atmosphere appropriate for one of the world’s most iconic sneakers. A project that started with a simple brief, the result was a global campaign that captured the spirit of the Japanese brand against the vibrant backdrop of Hong Kong.
A plain toe inspired by tai chi shoes and a thin rubber sole create a low-profile silhouette, while the flowing form of the leather upper embodies the gestures of stillness and movement.
Result
The campaign launched in-store and online, including a campaign landing page, large-scale retail displays featuring the campaign film and photography, and a physical booklet of the images included with every purchase.
PRADA x INUJIMA
