Execution:

Building the right team for this shoot was key. I wanted to get back to the feeling of creating with friends on a weekend. No rented studio, no overly dialed-in sets, just two locations and a playground of visuals to work with.

Storyboarding played a huge role in bringing the final piece together. I spent weeks fleshing out the visual direction, from the shots and compositions to the outfit styling and locations. Even though I wanted the production itself to feel free and natural, there was a lot of intention behind the preparation.

Every element you see in the final spec ad was there for a reason. The locations, wardrobe, movement, framing, and overall visual style were all chosen with a purpose and built around the vision I had for the piece.

Vison:

Onitsuka Tiger is a brand that has evolved from its athletic roots into a distinct presence in fashion and lifestyle. For this shoot, I wanted to capture the brand from an everyday perspective while incorporating my own roots in fashion filmmaking. The intention was to create something that felt natural and wearable, while still having a strong sense of style and visual direction. I wanted the minimal design of the shoes to remain the focus, pairing them with an outfit and environment that complemented their silhouette without overpowering them. Ultimately, the vision was to show how Onitsuka Tiger can fit effortlessly into an everyday lifestyle while still making the entire look feel intentional, expressive, and fashion-forward.