Our answer to Onitsuka Tiger’s Spring/Summer 2013 campaign was 'The Craft of Movement'.  Working together with the renowned Japanese design collective N.A.M, we created a series of key visuals and films to be displayed in flagship retail stores and online.

The set was entirely hand-made. With each prop being delicately hung by a nylon thread. Subtle movements that can be seen through the film treat movement with the utmost attention to detail. This reflects their core brand values and contrasts to other sports shoe brands where movement is more performance based.

Copywriter: Rachel Jamieson
Art Director: Karian Weijers
Creative Director: Andrew Watson
Designer: Malin Wall
Design house: N.A.M
Blast Radius Amsterdam, January 2013