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

Asics.jpgJKD 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.

Asics 2.jpgThe 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 -
Creative Director/Producer: Bruce Ikeda
Producer/Production Manager: Kei Okazaki
Production Assistant: Mana Morimoto
Agency: Beacon Communications
Creative Director: Kazz Ishihara
Copywriter: Kenji Enomoto
Account Supervisor: Hiroyuki Nakayama
Senior Account Executive: Kensuke Morita
Director/Editor: Hiroshi Kondo
Director of Photography: Yosuke Sato
Chief Camera: Nobuchika Furuya
3rd Camera: Yasutaka Sugimoto
Music Producer: Bruce Ikeda
Music: Yoshiteru Himuro
Location Producers: Mitsutaka Tsunoda (Pilots)/Taro Honma
Cast: Tomo Abe
Stylist: Remi Takenouchi
Hair-Make: Go Takakusaki
Driver: Daisuke Ishinohachi (BONDS)
Art Director/Designer: Shane Lester
Photographer: Eric Micotto

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