CAMPAIGN NO.1: CLEVER CONCEPTS
OVERVIEW
As part of the Design in Advertising course, this project aimed to develop a campaign for a real-world brand through strategic positioning and creative storytelling. I chose Onitsuka Tiger, a brand rooted in Japanese craftsmanship and contemporary design, and repositioned it for a global lifestyle market through conceptual visuals and messaging.
The project deliverables included print and out-of-home ad concepts, digital visual metaphors, a detailed buyer persona, and campaign strategy documentation.
ABOUT THE BRAND
Onitsuka Tiger is a Japanese footwear label known for its blend of traditional craftsmanship, athletic performance, and fashion-forward design. With its iconic stripes and vintage appeal, the brand stands at the intersection of culture and style, appealing to a global audience seeking comfort, quality, and individuality.
SOLUTION
To position Onitsuka Tiger as a premium lifestyle brand, I built a campaign rooted in cultural storytelling and visual metaphor. Inspired by Japanese symbolism (e.g., koi fish representing perseverance and ambition), I created layered concepts that highlight both the heritage and modernity of the brand.
EVALUATION
This campaign demonstrates a strong grasp of brand positioning, audience targeting, and conceptual execution. By tying authentic cultural elements to modern visuals, the campaign elevates Onitsuka Tiger beyond performance footwear into the realm of symbolic, story-driven fashion.
Role: Visual design and art direction
Deliverables: Print advertisement, OOH advertisement
