JKD Collective Japan produces Asics Tiger global campaign promoting new chameleoid mesh fabric

JKD Collective, a creative studio based in Tokyo, has produced a new global campaign for Asics Tiger. The campaign features the brand’s new material for shoes, “Chameleoid Mesh Fabric.” The music video and print advertisement were created for the global campaign in collaboration with Beacon Communications Japan.

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The campaign was developed for the new line of shoes featuring “Chameleoid Mesh Fabric,” the new textile that ingeniously changes color depending on the angle from which it is viewed. The brand movie will be played in stores and online. A cinematographic technique called Slit-scan is used to portray the unique visual effects of Chameleoid Mesh Fabric. In the video, the main character, Urban Chameleon, psychedelically deforms himself to blend into the night scenes of Tokyo, and then reappears to stand out in the crowd. Japanese motion graphic artist, Hiroshi Kondo is the director, and Japanese sound designer, Yoshiteru Himuro composes the delicate urban track to complete the music video.

Credits –

Photographer: Eric Micotto