Onitsuka Tiger Memories of Kobe
- Digital
- video
We collaborated with Onitsuka Tiger to craft a campaign for their new fashion focused direction. With this project, we wanted to communicate their legacy while also showcasing the brand’s place in the contemporary fashion landscape.
Onitsuka Tiger: Bringing Past and Present
The roots of Onitsuka Tiger can be traced back to the first pair of shoes Kihachiro Onitsuka created in his living room in Kobe, Japan, in 1949.
The company would go on to define postwar Japan's spirit of athletic innovation, and the Onitsuka Tiger brand continues to offer modern interpretations of heritage silhouettes for today. The blend of classic Japanese style with contemporary flair was the inspiration for this collaboration. It explores the foundations of footwear brands at Hype DC.
"Onitsuka Tiger, Memories of Kobe" is an ethereal short that explores the collision between past and present, the traditional and the modern, and their undeniable connection to each other.
Where Heritage Meets Modern Flair
We wanted to communicate this legacy while also showcasing the brand's place in the contemporary fashion landscape.
We 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 history, him modern fashion. Each hero is on a journey to each other's respective place, crossing paths and completing the brand along the way.
client
Onitsuka Tiger
role
Creative direction, video production, photography, copywriting, planning, casting
team
Director: Artem Skiy
Creative Director: Chace Fedor
Producer: Anna Liu
Production Assistant: Tomoki Sea
Stylist: Chace Fedor
Music: Left/Right
Sound Recording: Marcel Lund