The 33 Collection for ASICS was a new 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.
"Levitation" TV
Accomplished entirely in camera with no special effects. Using nearly 3,000 ping pong balls, 784 strands of fishing line and a pair of industrial air compressors we created a floating shoe sculpture to launch the 33 Collection of lightweight shoes for ASICS.
Press: Creativity Online, Shoot Online, Agency Spy, Colossal
"Launch" TV
As follow up to "Levitation" we employed nearly as many balloons and 40 runners to introduce the GEL-Neo33.
Press: Creativity Online, Agency Spy
In-store Display
Web Page Takeover
