Onitsuka Tiger creates online 'light-writing' fashion show

Onitsuka Tiger is planning to put an interactive 360-degree light-writing fashion show at the centre of its website.

The fashion brand is asking consumers to become 'video jockeys', composing their own light show by synchronising layers of light to the beat of their own soundtrack.

The brand's agency, Amsterdam Worldwide, used Lumasol to create the campaign which will go live this month to promote Onitsuka Tiger's Autumn/Winter 2008 collection.

Lumasol specialise in ‘timeslice’ photography and the 3D ‘lightgraffi’ (invented by Pips;lab in 2001) which enables artists to ‘paint' with any light emitting object, such as a torch, inside a ring of 50 cameras. The resulting image is viewed as a 360-degree stop-frame animation.

Images will appear as print ads, advertorials, online ads and in-store video clips.

The site will also feature a selection of video animations of models showcasing the new collection, a video demonstration instructing users how to create their own light-writing, and an invitation to budding light-writers to upload their creations to an online gallery.

Check out some of the Lumasol animations on their website.