EDGLRD

AGGRO DR1FT

Ever the unconventional pioneer, director Harmony Korine’s creative studio EDGLRD and its debut film AGGRO DR1FT defies industry norms. As part of the AGGRO DR1FT world tour, poweredby.tokyo breathed life into the vision and ethos of EDGLRD in Tokyo, executing their brand launch in Japan. We memorialized Korine’s long-awaited return to the country and establishing awareness and brand positioning for EDGLRD’s future endeavours in the film, music, art, and video game space. 

Harmony Korine has a strong cult following in Japan, with films like Kids (1995) and Gummo (1997). However, his 17-year absence and the introduction of EDGLRD necessitated reintroducing Korine to Japanese audiences, particularly Gen Z.

We began with a 4-day retrospective of Korine's works at White Cine Quinto in PARCO Shibuya, showcasing films from Trash Humpers to Spring Breakers. This led up to an exclusive, one-night-only screening of his latest feature, AGGRO DR1FT.

The Japanese premiere of AGGRO DR1FT, which sold out in one day, featured a director’s talk by Harmony Korine. The 80 minute film is a visual delight shot entirely with thermal imaging cameras and filled with VFX and AI animations, starring Jordi Mollà and Travis Scott.

Previously shown only at exclusive occasions like Venice Film Festival and AGGRO DR1FT World Tour events, this exclusive theatre screening marked EDGLRD's entry into Japan. By facilitating a sit-down theatre screening of the film we catered to local fans who might miss the main event, balancing accessibility with exclusivity.

We leveraged the momentum of the screenings with Enter the EDGLRD World, the first exhibition of its kind. Held at RAND Omotesando, the space welcomed audiences to experience the EDGLRD universe first-hand for a limited time. 

The opening reception, in partnership with Sabukaru and GATA, showcased EDGLRD merchandise, apparel, masks, and limited-edition skate decks. Over 200 Tokyo creatives and tastemakers attended, forming their first impressions of the brand. The exhibition also featured costumes from EDGLRD's upcoming film "Baby Invasion," emphasizing the brand's identity beyond Harmony Korine.

The brand launch culminated in AGGRO DR1FT Tokyo, an all-night event at WWW and WWW X in Shibuya. The film kicked off the program, with an immersive screening across multiple LED screens. The venue, aptly fitting AGGRO DR1FT's narrative, was also symbolic as the former home of Cinema Rise, an arthouse theater that screened Korine’s earliest films.

The final credits were followed immediately with an high intensity DJ set by Harmony Korine, supported by a cast of performers right out of the movie. The vision lived on through electrifying acts from Two Shell, Snow Strippers, and E.O.U, with actor Kunichi Nomura as MC. Dynamic visuals and projection mapping guided 800+ guests through EDGLRD's creative dreamscape.