Agency: Amsterdam Worldwide
Client: Onitsuka Tiger
Amsterdam Worldwide, the international, full-service advertising and branding agency, is using a revolutionary technique called Lumasol to create a stunning global ‘light writing’ campaign to promote the Onitsuka Tiger Autumn/Winter 2008 collection.
Lumasol was invented by PIPS:lab, an Amsterdam-based collective of inventors, performers, composers and photographers. It enables artists to ‘paint’ with any light emitting object - such as a torch - inside a ring of 50 cameras. The image captured is then viewed as a 360-degree stop-frame animation.
For Onitsuka Tiger’s new season collection, Amsterdam Worldwide has created eye-catching video and still images.
Images will appear as print advertisements, advertorials, online and in-store video clips and in-store holographic POS.
The campaign is a continuation of the brand’s Made of Japan strategy created by Amsterdam Worldwide in 2007.
Online at onitsukatiger.com visitors can view an interactive 360-degree light-writing fashion show and play at being a VJ (video jockey). Budding ‘light writers’ can compose their own show by synchronizing layers of light to the beat of one’s own soundtrack.
The site also features a selection of video animations of models showcasing the new collection; a video demonstration by PIPS:lab instructing users how to create their own light writing; and an invitation to budding light writers to upload their creations to an online gallery.
Creative director at Amsterdam Worldwide, Andrew Watson, said, “Collaborating with PIPS:lab has given Amsterdam Worldwide the opportunity to push the Electric Tiger Land campaign in a fascinating new direction.
“The Lumasol technology allowed us to generate incredible images that fit perfectly with Onitsuka Tiger’s vision and enhance the brand’s pursuit of cutting-edge design and creative use of technology.”