Concept, art direction and design of Mexico 2K5 brand campaign showing the evolution of a classic running shoe reinterpreted for the 21st century. Inspired by the Japanese cult movie Tetsuo: The Ironman in which the film's hero grafts computer parts onto his body in order to get 'closer to the machine', the Onitsukabot was born, made entirely from shoe parts. This ad went on to become the design template for all future Onitsuka Tiger media communications.

Commissioned by StrawberryFrog | Illustration by FreakyFacets