ROLE: CONCEPTION, STORY, CREATIVE DIRECTION VIDEO PRODUCTION, COPYWRITING, CASTING, LOCATION
DELIVERABLE: VIDEO, STILL, COPY
DATE: DEC 2018
I was approached by HYPE DC to craft a campaign for their Australian and New Zealand markets in collaboration with Japanese sneaker brand, Onitsuka Tiger. The Onitsuka Tiger brand is steeped and heritage and history, often credited with pioneering the modern athletic shoe. With this project, I wanted to communicate this legacy while also showcasing the brand’s place in the contemporary fashion landscape. I explored this duality by creating a story involving two Japanese young people, each representing one-half of the brand’s identity, her representing the past and history, him modern fashion. Each hero is on a journey to each other’s respective place, crossing paths along the way to complete the brand.
