Onitsuka Tiger: Electric Tiger Land

Posted by Justin Cone

tiger.jpg

Together with Amsterdam Worldwide, B-Reel directed, animated and produced this colorful spot for Onitsuka Tiger’s new campaign around the theme of “Electric Tiger Land.” It’s a fun 3D ride through a neon wonderland, and the end shot (pictured above) is just beautiful.

Credits
Agency: Strawberry Frog, Amsterdam
Creative Director: Andrew Watson
Art Directors: Mathieu Garnier/Joy-Ann Bouwmans
Copywriters: Mathieu Garnier/Joy-Ann Bouwmans
Agency Producer: Nicolette Lazarus

Production Company: B-Reel
Director: B-Reel
Producer: B-Reel
Editor: B-Reel
Post: B-Reel
Sound Design: DeadMono
Production Manager: B-Reel

About the author

Justin Cone

/ justincone.com
Together with Carlos El Asmar, Justin co-founded Motionographer, F5 and The Motion Awards. He currently lives in Austin, Texas with is wife, son and fluffball of a dog. Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.
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8 Comments

sc

beautiful indeed… there are endless ways to manifest this “more than meets the eye” type of concept. And i was geeking out at how perfectly executed the HDR neon was…i thought i was close to mastering 32 bit superwhite until i saw this…

Marc B.

I like it. But the reversed crash-zoom at the end is a stupid choice. Why couldn’t they go for a quick, but smooth camera move to reveal the shoe.

Ramin

Its a great spot i really like the small cars they make it look like a toy wonderland or something like that.
I cant say that the zoom is a stupid choise because it doesnt really bother me, but its a shame they didnt use a more dynamic camera move. The camera starts really fluently and exciting, i would have liked to see a follow trough of that in the second half of the commercial. But that should be conciderd as a small comment though, the rest is great!

brianalvarez

The camera moves nearly gave me an orgasm.

conceptx

brianalvarez: so easily…
I think its great though at times some of the camera moves lacked continuity… hope I was just confused.

Simon Robson

terrific, great look. I think the end shot is great, really imaginative. I can’t say i remember seeing any trainer ad using the brand stripes as a road like this before. Super idea. Bet we’ll see this idea aped again and again in the coming year…Well done to all.

Jurriaan

The clip is turning and twisting wonderfull! I have to agree with Marc B. tho, the crash is a bit too fast. Some kind of turn would finish it better and show of the 3d aspect in the end more which is there the whole time untill that zoom. Anyway, congrats on finishing this nice piece!

Johnson

The crash zoom was a matter of necessity. The final shoe you see at the end is actually a 1.5m-long model, lit by real led’s and neon rope. On a very limited budget, a transition was required to bridge the gap between the digital world and the “pack shot” of the physical shoe.

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