The California 78 takes its name from the birth place of jogging: California, and is one of the masterpieces of the Onitsuka Tiger shoe collection. The 35th anniversary of the shoe and its impact on sport and fashion is celebrated with a limited edition crafted in its original iconic yellow and mid-blue colour way.
Director : Juriaan Booij
Client: Onitsuka Tiger
Producer: Boris Booij
Agency: Blast Radius Amsterdam
Camera: Kevin Kimman
Music: Star Athlete Music & Sound Design
Editor: Mark Whelan at The Quarry
For the 2016 Spring/Summer Prada Real Fantasies, AMO graphically reinterprets the Indefinite Hangar as a synthetic sunset fixed within a 3 dimensional blank space. The abstract hangar is populated with geometric objects and furniture. Models move through a neutral scene between the undefined and distilled fragments of daily life. The horizon and scale constantly shifts, manipulating the frame and disrupting a linear sequence: an artificial landscape where fiction and collection collide.
AMO and Prada have been collaborating on the fashion house’s lookbooks since the Spring/Summer 2007 show, merging the collection with graphic and visual imagery through collage and hand-drawn shapes. Since the Spring/Summer 2012 show AMO has turned the project into Real Fantasies, a graphic short movie, introducing animation and music to the lookbooks. The project highlights the attitude of Prada and the conceptual references of the collection, season after season.
This is the 16th edition of the Prada Real Fantasies.
ART DIRECTION by AMO:
Ippolito Pestellini Laparelli,
PRODUCED by APRIL:
DIRECTED by Matteo Frittelli
EDITED by Andrea Favia
ASSISTANT EDITOR by Maria Giovanna Monaco
VISUAL EFFECTS by Giulia Regalini