ASICS - THIS IS THE SHOE

To introduce the new ASICS HyperGEL-YU, we established the shoe as the shoe for everything. Even if everything was nothing at all.

Through a suite of stills, 15-second vignettes, and two 60-second films, we celebrated the ordinary and mundane things you do in your shoes. No high-speed cameras or high-performance athletes, just a pair of sneakers and a trio of chores.

From writing “This is the shoe” on a blank piece of paper to writing the eventual scripts, I had the pleasure of co-leading this one from inception to execution.

AdAge wrote a thing about it.

And, The Drum did too.