Creative Direction for Asian Speed

In collaboration with Fred Depontchara, Asian Speed explores the intersection between Japanese aesthetics and a contemporary vision of movement. The goal was to create a graphic, kinetic universe where each image captures the tension between speed, lightness, and urban poetry.

Inspired by the city of Tokyo, Asian Speed reflects the energy of a metropolis in perpetual motion — a world where youth constantly reinvents itself. The light trail extending from the model symbolizes this constant acceleration, a visual echo of modern life that is both frenetic and dreamlike.

We therefore:

• Developed a creative direction inspired by Japanese culture and the rhythm of Tokyo
• Crafted a graphic and poetic visual world centered on the notion of speed
• Portrayed the duality between urban intensity and delicate individuality
• Designed immersive imagery that celebrates the beauty of motion and the present moment

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