PARTY NY

Focus:
Life Gear
by Trident

WATCH VIDEO

Date
March 2014
Type
Fashion / Exhibition / Website
Client
Mondelēz
A fashion line that disconnects
you from social media
and keep focus in real life.

Trident asked us to create a project that demonstrates a lesser-known fact about gum: chewing gum helps you focus. We developed a clothing line called “Focus: Life Gear," a collection of 8 garments that are made out of radio frequency shielding fabric, which disconnects the wearers' devices immediately when placed inside the pockets. The Focus: Life Gear collection extends from the idea that gum helps you focus, and offers new lifestyle items that help you do so. The pieces were created In collaboration with visionary Japanese designer Kunihiko Morinaga, and were exhibited in Toronto. We also released a lifestyle video, a making-of video, and a website for showcasing the collection online.

Creative Agency
PARTY NY
Creative Director
Masashi Kawamura
Technical Director
Qanta Shimizu
Concept + Copywriter
Tom Galle
Production Manager
Kimihiro Takano
Production
AID-DCC Inc.
Producer
Yusuke Tominaga
Fashion Design
ANREALAGE
Fashion Designer
Kunihiko Morinaga
Pattern Maker
Yuki Oshima
Fashion Brand Press
Mayumi Ito
Fashion Brand Assistants
Seiya Ito
Airi Koga
Film Production
kichi
Film Producer
Satoshi Takahashi
Film Director + Editor
Genki Ito
Director of Photography
Koho Kotake
Focus Puller
Hiroyuki Uno
Gaffer
Tatsuniwa Doi
Stylist
Sota Yamaguchi
Makeup Artist
Masaki Tanimori
Hairstylist
Kazuya Matsumoto
Casting Director
Junko Isogai
Models
Kari D., Deva M.
CG Production
TAIYO KIKAKU co., ltd.
CG Producer
Keisuke Nishina
CG Designer
Tetsuka Niiyama
Digital Production
Katamari Inc.
Digital Imaging Technician
Daisuke Saito
Digital Imaging Technician Assistant
Jyunpei Yamamoto
Digital Producer
Keitaro Kamijo
Designer
Taiichi Ito
System Engineer
Masaru Kinoshita
Developers
Takanobu Noso
Kiki Hasegawa
Yoshiaki Kajiyashiki
Retoucher
Masakazu Okuda
Music Production
JKD Collective
Music Producer
Bruce Ikeda
Music Composer
Yoshiteru Himuro