Maserati x Fragment
Brand activation, content capture, and pre-heat content.

In the fall of 2021, legendary designer Hiroshi Fujiwara collaborated with iconic Italian car brand Maserati on an exclusive edition of their Ghibli model. 

To amplify the launch, PUSH Tokyo worked with MullenLowe Singapore to lead creative on a month-long pop-up in Harajuku, with cultural programming that spanned DJ sets from rising Tokyo talent, live painting and more. 

Leading up to the event, we designed and placed pin-up posters throughout the surrounding area, and on launch night, our team captured photo and video of Fujiwara and his guests. 

Creative Director
Dan Buyanovsky

Strategy Director
Mike Sunda

Videographer
Nobu Arakawa

Photographer
Karen Masumoto

Project Manager
Kei Shimizu

Designer
Bernie Hitachi

Producer
Ayaka Koshi

DJs
ShioriyBradshaw, Mars89, Licaxxx

Live Artist
Freddy Carrasco

A black and white photo of a young man with light hair, wearing a mask and dark shirt, standing outdoors at night and holding an umbrella. Others in the background are also wearing masks and appear to be waiting.
Four people standing outside in front of a dark building, all wearing face masks and casually dressed, engaging in conversation.
Close-up of a Tesla emblem on the front of a sleek black car, with part of the grille visible.
Close-up of a vintage metallic badge with the word 'Jaguar' on a chrome grille of a car.
A man standing next to a black luxury sports car in an indoor showroom with a Maserati sign in the background.
Person with glasses and long gray hair sitting in the passenger seat of a black car, wearing a dark long-sleeve shirt, shorts, and sneakers, holding a face mask, inside a dimly lit, concrete-walled room.
Close-up of a motorcycle helmet with a reflection of the word 'THUMDAR' and other marking, taken from an angled perspective with black and white tone.
Black luxury car on display in concrete structure with people in background.
A woman with shoulder-length hair smiling inside a car, seen through the windshield. The background shows a sign with the partial words "Maser" and "motors."