poweredby.tokyo and lifestyle label ONFadd aligned to tell the brand's story using a select few of Tokyo's finest independent creators.
The years pass, the times change, but one thing remains constant; the human condition. Our deep-seated need to explore new environments is the foundation that civilization sits on. The individuals that most embody this spirit of discovery have eschewed society’s expectations and blazed their own trail.
Inspired by the nomadic movements of Edo era artisans and poets, ONFAdd is lifestyle products for the modern nomad. There is a new generation of creators of no fixed address that navigate this new globalized frontier plying their trade.
No other individual represents this new creator class better than the photographer. Their craft universal, their creativity unbounded, they move from place to place capturing life as it is.
From the dense urban streets of downtown Tokyo to the calm serenity of the countryside town of Okutama, our creators work with seamless fluidity made possible by the products they use.
We handpicked three Tokyo-based creators that most strongly represent the ONFAdd lifestyle.
Three creators, all top of their game but with distinct and unique styles. Yulia Shur, Joel Cruz, and Koichiro Iwamoto are the new creator class of digital nomads of no fixed address.
From Tokyo to Okutama to every corner of the world under any condition, ONFAdd is for them.
A poweredby.tokyo Production
Director - Joël Cruz
Creative Director - Chace Fedor
Producer - Asako Tomotani
Editor - Artem Skiy
Photographers - Yulia Shur & Koichiro Iwamoto
Editorial Design - Julie Guillot