Onitsuka Tiger creates 'light-writing' online fashion show

by Elizabeth Clifford-Marsh, Revolution UK 25-Sep-08, 13:00

LONDON - Onitsuka Tiger is set to put an interactive 360-degree light-writing fashion show at the centre of its website.

The fashion brand is appealing to consumers to become 'video jockeys', composing their own light show by synchronising layers of light to the beat of their own soundtrack.

The initiative, part of a multi-platform campaign, has been launched to promote Onitsuka Tiger's Autumn/Winter 2008 collection.

The brand's agency, Amsterdam Worldwide, used Lumasol to create the campaign which will go live this month.

Lumasol enables artists to ‘paint' with any light emitting object, such as a torch, inside a ring of 50 cameras. The resulting image is viewed as a 360-degree stop-frame animation. Images will appear as print ads, advertorials, online ads and in-store video clips.

The site also features a selection of video animations of models showcasing the new collection, a video demonstration instructing users how to create their own light writing and an invitation to budding light writers to upload their creations to an online gallery.