For Y-3’s latest campaign, the Yohji Yamamoto-adidas collaborative brand has tapped photographer Christina Paik..
'Wearing billowing silhouettes, a polo cap and streamlined sneakers, the lenswoman becomes part of a futuristic landscape filled with hovering geometric objects and shape-shifting buildings made of concrete and glass.'
'A slightly ominous electronic soundtrack adds an extra layer of sci-fi brilliance to the clip, underscoring the dystopian aesthetic that the designer is known to favor.'
E J J I was asked to create the music & sound design for the campaign.
Developing the sound
We were approached to make music for the campaign in 2016.
Having met Michael Laburt from Marshmallow Tartz in Tokyo a few years prior to this campaign, we came to know their work to be cutting-edge and future-focussed: Right-up-our-alley.
The concept for the music came from the dissolate & concrete world the film is situated in. Christina Paik is as ilusive and intangible as her surroundings.
Our objective was to make the music sound like it is resonating in her invironment: We played a hypnotising synth-like bassline, that progresses irragularly and draws you in deep.
By adding a minimalistic urban rhythm, we touched-on an urban-vibe, but we made sure it stays like being detached from reality.
The last important element we added, was heavy sound design: The accentuation of the surreal 3D-animated elements, underscores the dystopian aesthetic that Yohji Yamamoto is known to favor.