To kick off Onitsuka Tiger’s 75th anniversary, the Japanese fashion and footwear brand collaborated with Astro Boy—the manga that started it all—to create a capsule collection for the ages. Two Japanese icons, born in the same era, reminding the world of the optimism we all used to have for the future.

We decided to craft every element of the campaign through the eyes of Astro Boy. Flying from Tokyo to Paris with his rocket boots, Astro Boy is bringing his favourite brand along to show off to his new French friends. Astro Boy’s POV is infused in every aspect of the experience, sparking endless ideas of how we could add surprising details throughout the activation. From the event invitation, designed as a ticket to board Astro Boy’s rocket ship, to the wrap-up film, showing a first-person-view of Astro Boy flying through the streets towards Samaritaine.