For the Spring/Summer 2013 campaign entitled “Craft of Movement”, Onitsuka Tiger teamed up with NAM, a Tokyo based graphic/art collective founded by graphic designer Takayuki Nakazawa and photographer Hiroshi Manaka, to capture the Craft of Movement in modern day Japan.

In just five days we rebuilt the bustling streets of Tokyo across three scenes. Using their trademark nylon gut, NAM suspended the props on the set, while the models stayed in continuous motion to imitate the fluidity of daily movement. For some extra help on set, Onitsuka Tiger brought in art students from Musashino Art University and Tama Art University to get their hands dirty. A set of wheels from their collaboration partners at Tokyo Bike, a Japanese “stop” sign and the classic cherry blossom tree infused the campaign with their Japanese heritage and twists of modern day Nippon.