07.03.15 / Permalink / Comments (0)

From the Book: Freedom of Creation

It's been a while since we posted something from the Art & Sole book, so here's an excellent art-based collaboration between Freedom of Creation and Onitsuka Tiger...

The Electric Tiger Land campaign was created in 2008 by Amsterdam-based advertising agency StrawberryFrog as part of Onitsuka Tiger's Made of Japan brand strategy. The Electric Light Shoe, the focus of the campaign, is a homage to the ambience and energy of Japan. Designed by Dutch agency Freedom of Creation, the one meter long sculpture features a city within a shoe - incorporating elements of Tokyo's skyline including neon signage, various modes of transport, markets and vending machines. Many of the features are individually lit by one of 300 LED lights and there is also an iPod dock which plays ambient sounds through hidden sneakers.

The incredibly detailed shoe was created by FOC designers Janne Kyttanen and Mads Thomsen using rapid-prototyping technology - a type of three dimensional printing which uses successive layers of liquid, powder or sheet material to build a 3-D model. The shoe was then shot by Japanese photographer Satoshi Minakawa.

In addition, StrawberryFrog also produced seven 70cm-long sculptures (two for Germany, one each for France, UK, Korea, Australia and Japan), as well as 15 smaller versions of 40cm length, to be displayed in stores worldwide.

Advertising is usually inspired by product, but ironically in this case a special rendering of the Electric Light Shoe model was created for three limited edition Onitsuka Tiger shoes. The Sunotore 72 models (shown below) incorporate reflective and light-emitting materials in their design. T-shirts using light reflective inks were also produced as part of the project.

To see more from the Art & Sole book, purchase a copy here

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