‘Fly the Flag’, the campaign launching ASICS eagerly-awaited Onitsuka Tiger debut of the new MEXICO 66 SD, was just launched recently. Taking inspiration from the Onitsuka Tiger delegation shoe at the 1968 Mexico City games, the new collection is visualized in a bold and colorful style reflecting the vibrant decoration that characterized the games.
Gustavo Vieira-Dias, Creative Director, The Adventures Of, comments:
Created by Lance Wyman, the Mexico 68 had one of the most iconic visual identities for the games ever. Using it as a starting point, our task was to create a contemporary interpretation of its bold lines, colors and patterns whilst remaining authentic to the aesthetics of the Onitsuka Tiger brand.
Working with renowned graphic designer Karan Singh, the Berlin-based creativity agency The Adventures Of created a bold visual identity for the campaign comprised of the many colourways which make up the MEXICO 66 SD collection.
The campaign, fully produced by HALAL, includes a 40-second film and short product videos for social and digital by director Juriaan Booij, followed by print, retail key visuals and lifestyle imagery by photographer Olya Oleinic.
Juriaan Booij, Director, HALAL, adds:
The bold and brilliant graphic elements of Karan Singh truly lend themselves to re-create the strong visual identity of the Mexico City games. We used real life sets to add another layer of interactivity to his graphics, and it creates a dynamic energy translating well to camera. Forced perspectives, optical illusions and unusual transitions complement this perspective – every shot was carefully composed to achieve a fresh and peculiar look.