A PHOTOGRAPHY-BASED SPEC CAMPAIGN FOR ONITSUKA TIGER, BUILT AROUND THE IDEA THAT GEN Z (A DIGITAL-NATIVE GENERATION) LONGS FOR ANALOG EXPERIENCES THEY’VE NEVER LIVED. THROUGH HIGH QUALITY, PRODUCT-FREE VISUALS, THE CAMPAIGN TAPS INTO NOSTALGIA FOR SIMPLER TIMES, CAPTURING THE BRAND’S SPIRIT THROUGH MOOD, PRESENCE, AND STORYTELLING RATHER THAN DIRECT PRODUCT SHOTS. THE GOAL: CONNECT EMOTIONALLY WITH GEN Z CREATIVES THROUGH A LIFESTYLE THEY CRAVE. SLOW, TACTILE, AND REAL.