Rome? Not built in a day. But Tokyo? We built it in four! Brace yourself for a high-paced peek behind the scenes of our brand new Craft of Movement campaign for Spring/Summer 2013 collection.
For the Spring-Summer 2013 brand campaign we 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, we brought in art students from Musashino and Art University and Tama Art University in Tokyo to get their hands dirty. A set of wheels from our collaboration partners at Tokyo Bike, a Japanese “stop” sign and the classic cherry blossom tree infused the campaign with our Japanese heritage and twists of modern day Nippon.