CONCEPT

THE BRAND: AOKA is an unique presence in the boxing arena. The traditional ethos of brands in combat sports realm focuses on aggression, violence, and chaos of the sport. On the contrary, AOKA is a self described “artful rebel” in this space, refocusing the context of of boxing as a mindful, meditative art form.

THE PRODUCT: The A1 Boxing Glove is AOKA’s signature product. Every detail of the glove has been meticulously crafted by the owners. They wanted a creative animation
which showcases the ethos of the brand, while highlighting the details and quality of the product.

THE IDEA: A central idea of AOKA’s branding is the “flow state” which can be achieved through a mindful approach to the martial art. Playing off of this idea of “Flow”,
my idea was to present the glove as an organic product of a dreamscape environment. The setting of the animation is a natural landscape of dunes, mountains, and serene ponds. Presenting the glove in this environment contextualizes the glove as a natural element. This is juxtaposed by the presence of the black screen, or void, which brings a technological element to the natural scene - cumulating in a presentation of the glove as a larger than life, high-tech creation of natural origins. The glove is slowly formed from an organic liquid emitting from the screen, contextualizing the glove as a product and instrument of “flow”.