Travis Scott x Fragment 2.0
Hijacked: A Tokyo Bay Takeover
Bringing together Jordan Brand, Travis Scott's Cactus Jack, and Hiroshi Fujiwara's Fragment Design, Hijacked marked the highly anticipated release of the collaborative Air Jordan 1 Low.
Set against the backdrop of Tokyo Bay, the launch transformed a global footwear collaboration into an immersive cultural experience, placing Tokyo's next generation at the center of the moment.
The Creative Idea:
Hijacked: A Tokyo Bay Takeover
Built around the idea of handing creative control to Tokyo's next generation, Hijacked reimagined the traditional sneaker launch as a cultural takeover.
The concept brought together the distinct creative worlds of Jordan Brand, Cactus Jack, and Fragment Design, using Tokyo Bay as the setting for an experience shaped by the city's emerging creative community. More than a product reveal, the activation gave the next generation a moment to make its mark on one of footwear culture's most anticipated collaborations.
My Role:
Concept Development / Art Direction / Experiential Creative
Collaborated with Creative Director Felyx Tsoi and narrative partner Jonanna Widner to develop the activation's creative concept and storytelling direction.
Partnered with Felyx to guide the experience's creative execution across production, event programming, partner selection, photography, styling, and digital content, helping bring a cohesive creative vision to life across physical and digital touchpoints.
Creative Director: Felyx Tsoi
Art Director: Kyle Forsdick
Narrative: Jonanna Widner
Producer: Allison Ramos
Photographer: Ryohei Ambo & Ryota Chiba
Jordan Energy Marketing: Ethan Ellzey & Taihei Kirioka
Product: AJ1 Low Travis Scott x Fragment 2.0
