ASICS
Gravity, Meet Your Archenemy
The 33 Collection for ASICS is a line of light and fast minimalist trainers including the GEL-Blur33, Neo33 and Lyte33. Being that the benefits were familiar and well-trodden territory within the category, we were challenged to find a fresh approach to communicate them in order to stand out.
The idea we came up with was to lean into the brands heritage of innovation with TV ads that documented the creation of real life, lighter-than-air floating sculptures that represented the shoe—using no special effects trickery. That meant every element of the sculpture had to be engineered to actually work—and it was no-small feat. Even a scientist who was currently working at NASA's Jet Propulsion laboratory in Pasadena was tapped to get in on the task. The results were unique and own-able ads that set ASICS apart.
"Levitation" TV employed nearly 3,000 ping pong balls, 784 strands of fishing line and a pair of industrial air compressors to create a floating shoe sculpture that launched the 33 Collection with the GEL-Blur33. "Launch" TV, which came the following season, employed nearly as many balloons and 40 runners to introduce the GEL-Neo33.
"Levitation" Press: Creativity Online, Shoot Online, Agency Spy, Colossal
"Launch" Press: Creativity Online, Agency Spy
TV
"Levitation" :30 TV
"Launch" :30 TV
In-Store
Floating Shoe Display
Digital
Web Page Takeover
ASICS
Run Longer
For long distance runners ASICS is a favored brand—thanks to their patented Gel-Cushioning® and stability designs which are the centerpiece of their proprietary technology. We developed a set of videos targeted at athletes to keep these product benefits top of mind when considering a running shoe purchase.
Senior Art Director – VitroRobertson
OTV
"Run Longer" :30
"Machine"
ASICS
Same Technology, Smaller Package
Senior Art Director – VitroRobertson
OTV
"Small"
