Project Info

We created technology videos and key visuals for the global launch of the Novablast 4. The films took a clean and minimalistic approach, in line with ASICS brand principles. Our films aim to highlight the shoe's primary benefit of bounce and indulge the details of the design. We achieved this by developing a visual metaphor inspired by the midsole design. The base of shards compressed and sprang into the air, accompanied by custom sound design, to illustrate the shoe's benefits.

Credits

Wonder Vision™
ASICS
Ill Go Rhythms

Contributions

Concepting / Storyboards
Art Direction
Graphic Design
Motion Design
Music & SFX Direction

Research & Development

The project involved extensive development to define the look and feel of the product and visual metaphors. I worked closely with Wonder Vision in London to iterate on the shard shape, colour and materials.