Creative Concept

To reflect the brand’s Japanese origins while appealing to a Western luxury market, we developed a clean, high-end visual language that felt minimal yet deliberate. Based on the director’s vision, the concept spotlighted athletes from yoga, calisthenics, and running. For the artistic direction, we took simple, recognizable elements from each sport — like a yoga mat or a calisthenics bar — and placed them in clean, minimal settings. We added gentle water movement in the background (using reflective sheets) to suggest flow and energy without making the scene busy.