An imposing 50ft racket dwarfs the normally bustling chaos of a Japanese shopping district. A moment of hyper pressure, as if in a vacuum. Everything in an instant.

Presenting a research and development project that takes inspiration from Yonex's Japanese heritage. We created a fully CG Tokyo street scene inspired by Akihabara, and a series of visceral experimental animations.

Last year, we worked with Denis Shapovalov and Deutsch LA for the Epic live action reveal of the Yonex V Core. When we finished the first more live action focused project in 2023, we had left some fantastic ideas and memorable visuals on the cutting room floor. Fresh off the Olympics and Wimbledon, we’re excited to share some of that extra development and showcase a different side to our talented team. 

Bold and dimensional text still grounds the entire campaign. Bridging the gap between 2D and 3D and creating beautiful contrast between complex environments and super simple white type that moves with meaning.

We modeled, textured and brought to life this entire city street from scratch.  Hyper-detailed - everything from billboards clad with our design work to imperfect cobblestones in the distance.

We explored using lights to express the fluid sweep of a tennis stroke. At opposing ends of the spectrum, blue and red melt and merge together revealing purples and ultraviolets in between. 

As a solo sport, tennis is as psychologically demanding as it is physical. Everything seemingly intensified and internalized. Atmospheric and powerful. Tonally dark and brooding. When everything's going well on the court, it's an effortless dance. When it's not, it's a war of willpower, grit and determination; the V Core is the weapon of choice.

We were inspired by the rigorous testing that goes into creating a cutting edge racket. The creation of new materials, testing bounce, power, tension and spin. It became a great chance for us to push our own technical boundaries. Intriguing energy filled moments to add texture to the campaign. All lit with sparks of vivid electric yellow.

"We love that our craft unlocks endless creative possibilities. Do something surreal, photo-real products that defy expectation - challenge the norm, go beyond." 

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