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Onitsuka Tiger
A decade after its successful relaunch as a Japanese sports fashion brand in 2001, Onitsuka Tiger chose to focus its 2011 brand campaign to reaching consumers online.
The recent campaigns had focused on reaching consumers via print ads and the brand was looking to commit to a campaign that would produce non-disposable content and foster long-lasting interest in its core values of craftsmanship and eye for details.
The 2011 campaign is a series of “stories”, images, art pieces, videos and essays created in collaboration with designers and artists around the world who share Onitsuka Tiger’s core values.
AQ created and produced some of the stories with Japan-based creators. AQ also created the campaign’s main brand imagery around the year’s theme: Origami; a staging of its most popular shoe model, the Mexico66 surrounded by half-finished origamis, floating at space, hinting at the refined art of folding paper while leaving the door open to its final shapes and interpretations.
Finally, to tie all the stories and content together, AQ came up with a graphic signature (a paper-looking, folded device) used in all online content, print ads and videos. -
Brand imagery full view and close-up on the shadowing and textures
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Close-up of one of the Origami devices. Hand lettering and custom texture
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Animated signature for the "stories" making-off videos
Blog
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We’re looking for a studio manager to join AQ.
Mission: help us keep our studio humming with ideas and a great place to work.
May 16th, 2012
More Work
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Echigo-Tsumari Art Triennale
Digital strategy and design for one of the world's largest international art festivals, held every 3 years in Niigata Prefecture
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Bagcheck
Bagcheck is a fun way to discover and share items we use and love: computing, photography, cooking or sports.
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Tokyo Designers Week
The website for Tokyo Designers Week, the biggest and most famous design event in Japan.
