ASICS | Future Tokyo
For the launch of the Future Tokyo volleyball and tennis shoes we were tasked with creating a campaign visual that was linked to a future world aesthetic.
Inspiration was drawn from a modern, minimalistic, sleek and technological look and feel based on the progression of technology, aeronautics, computer science and AI.
Various design elements featured on the product have also been subtly implemented into the key visual layouts in order to strengthen the visual language for the overall campaign collateral. These elements include textures inspired by the shoe tech and graphic icons which can also be utilised in social, motion and video content.
This direction allowed for us to simplify the execution and allow for the product to be the hero of the creative.
Client: ASICS HQ
Agency: All These Things on behalf of ASICS Corporation
Campaign Manager: Wesley Tam
Photography: Allister Christie
Art Direction + Design: Sarah Gibson
Retouching: Farran Sole