ASICS SportStyle - NEOCURVE - BTS Campaign
Art Direction
Product Launch - Story driven “behind the scene” campaign film.
Giving a glimse behind the process and design process,
linking together archive & innovation.
Art Direction
Product Launch - Story driven “behind the scene” campaign film.
Giving a glimse behind the process and design process,
linking together archive & innovation.
Art Direction
The ASICS NEOCURVE project aimed to tell the story of continuous improvement by showcasing the innovative processes behind a locally and circularly produced sneaker. Targeting SportStyle enthusiasts as well as a broader audience interested in fashion, innovation, and sustainability, the project featured a main documentary-style hero film that documented the entire production process of the shoe, from design to production. Accompanying this were shorter social cut-downs and stills that further engaged the audience. A key challenge was to authentically convey the narrative without falling into greenwashing, ensuring that the story was both genuine and inspiring. The project received significant media attention and engagement on social platforms, highlighting the excitement surrounding ASICS' commitment to sustainable production.
As the Creative Lead for this project, I focused on the development of the concept and art direction, fully guiding the creative process to achieve the desired outcome. Collaborating with a small internal team, I managed the expectation and input of VP and senior-level stakeholders while also coordinating with external agencies and media partners to execute my vision. The project's significance as a first step into sustainable production for ASICS meant that we faced constant and extensive checkpoints to align with legal and stakeholder interests. I take pride in the human touch that we infused into the project, creating an inspiring narrative even with limited time and resources. We successfully showcased the brand’s journey towards sustainability.
