I worked with the The Adventures Of Agency for Onitsuka Tiger to art direct and design the visuals for the re-release of the Mexico 66 shoe. The Adventures Of conceived the theme of a contemporary Opening Ceremony, as the iconic shoe was worn by the entire Olympic delegation in 1966.
I was tasked with creating the narratives and visuals for the four distinct visual worlds which were represented in the ceremony. The approach was to create four encompassing worlds, represented by four colourways of the shoe, which transcended geographical borders, to reflect the harmony of the games.
The conceptual framework was based around the 'Godai', five key elements which are deeply rooted in Japanese culture and Onitsuka's heritage. Of the five we identified the Chi(earth), Sui (water), Ka(fire) & Fu(wind) which established the background of each world.
The visual approach saw elements from each world distilled into simplified or symbolic representations with the intent of being bold, playful and contemporary. This final tool kit comprised of a series of flags and range of individual illustrated elements and patterns.
Creative Direction: The Adventures Of
Art Direction & Illustration: Karan Singh
Film Director: Juriaan Booij
Post Production: Darlings Post
Photography: Olya Oleinic
Film & Photography Production: Halal Amsterdam
Graphic Design: The Adventures Of