Onitsuka Tiger’s Cultural Mosaic

Client

Onitsuka Tiger

Challenge

Bring the high-concept “Made of Japan” campaign to life online—without losing the nuance of culture and craft.

Approach

We built a digital mosaic powered by thousands of Japanese weblogs worldwide. It wasn’t just a campaign site—it was a live cultural stream.

Each tile linked to real content. Users could scroll endlessly, discovering authentic stories and perspectives from modern Japan.

Results

• Deep engagement: users spent hours exploring
• Reinforced the brand’s cultural relevance
• Winner of a Cyber Lion at Cannes

Role

Digital Translation, Technical Strategy, Creative Direction
(Developed by our co-founder in a previous agency role)