Maserati x fragment Ghibli

Refashioning the luxury car drop with the
Godfather of Streetwear.

Not many people can claim to have launched the world’s first luxury car inspired by street culture.
Or be able to credit Hiroshi Fujiwara – the freakin’ godfather of streetwear himself – as a composer.
Or take over the streets of Harajuku and make headlines worldwide, all while sitting in Singapore.

Not too shabby for a #TeamUniqlo fella.

Awards
MAD STARS | Shortlist (Film)
MAD STARS | Shortlist (Media)
Creative Circle Awards | Finalist (Brand Experience & Activation)

Committing to Japanese
and street culture

Instead of a typical carporn launch video, we got into the brains of the man behind the collaboration turned his creative process into an anime, with music composed by Fujiwara himself.

Harajuku street takeover
(and a tale of unofficial merch)

Teased the drop with posters plastered all over Harajuku overnight. The media and hypebeasts tracked down every single poster, and truly enterprising fans turned them into collectibles through means that bordered on the illegal. (Who could blame them?)

The posters also created a trail leading to Cat Street – and the biggest drop of the year.