Onitsuka Tiger

Fall 2020 Ad Campaign

Having grown up in the public eye, musical artist and actress Willow Smith represents the merging of the millennial era and Generation Z, using her platform to advocate and represent today’s issues. Beyond that, she also sits at the forefront of groundbreaking fashion, therefore there’s no better collaboration than that of Smith and iconic Japanese fashion brand Onitsuka Tiger.

Under the creative direction of Andrea Pompilio, the release of the brand’s latest campaign features Smith sporting the newest designs of the iconic fashion house, showing off her unique style in coordination with the fashion house’s combination of heritage and innovation.

“With awareness of what’s going on in our world today, the environment we live in, and the planet we have to take care of… In this campaign, we expressed Willow’s natural beauty and strength as well as her love for the Earth which oozed from the bottom of her soul.”

— Andrea Pompilio, Creative Director of Onitsuka Tiger

Lensed by Ellie Pritts and set to the young star’s single, Poolside, the short film and photographs both express this idea of natural beauty and contemporary design that the lifestyle brand is known for.

“I immediately connected with Onitsuka Tiger’s vision for their new campaign. I loved that we were able to align both of our energies and create something that promotes a positive existence in this world. I’m excited for the future of the brand.”

— Willow Smith

Onitsuka Tiger has also announced that they will be donating a part of the proceeds of this campaign’s sale to the NAACP Legal Defense and Educational Fund to support their work for the #BlackLivesMatter movement.

Onitsuka Tiger Creative Director | Andrea Pompilio
Photographer | Ellie Pritts
Talent | Willow Smith
DP | Kyle McKenzie
Hair | Quenton Barnette
Makeup | Fiona Stiles
Stylist | Dianne Garcia
Stylist Assistant | Danasia Sutton
1st Photo Assistant | Aly Whitman
2nd Photo Assistant | Dave Valdez
Digi Tech | Mandy Zika
Grip | Chuck Linkes
Drone Op | Josh Sharifi
Tailor | Logan Neitzal
Production Assistant | Dana Cooper
Music | ‘Poolside’ by Anxiety, Willow, and Tyler Cole