100 Years of Japanese Immigration to Brazil

At Y&R (now VMLY&R), I was responsible for creating the launch kit for the Onitsuka Tiger Mexico 66 sneaker in Brazil, a special edition for influencers, to celebrate the centennial of Japanese immigration.

The kit brought together the sneaker, the collection catalog, and a Daruma: a traditional Japanese sculpture where you paint one eye while making a wish, and only complete the second when it comes true. An object with its own ritual, turning the gift into an experience.

The visual identity of the kit was built on an intentional tension: on one side, traditional Japanese calligraphy, each box hand-lettered by a calligrapher specially commissioned for the project; on the other, a typeface with cyberpunk references featured in the original illustration on the Daruma box. Tradition and future sharing the same surface.