ASICS
GEL-KAYANO™ 33

Inspired by ASICS’ Institute of Sport Science in Japan, we built a CG innovation lab as the film’s central stage: a controlled environment where every detail supports the product story.

Sculptural architecture and graphic interfaces position the GEL-KAYANO™ 33 as a performance shoe built by data. Analysed, refined and engineered for stability.

We developed the new FluidSupport™ technology as a detailed 3D mesh, revealing how the dual-layer foam components work together to deliver stability and comfort.

The X-ray treatment opens the shoe to reveal how its technologies work together beneath the surface. Layered transparencies, illuminated materials and point-cloud setups expose the relationship between cushioning, geometry and support.

Clean typographic structures, technical notation and measured motion give the film a visual language rooted in research and performance. Integrated across screens, transitions and product moments, the system brings clarity to complex innovation while creating a distinctive, brand-ownable campaign signature.

The campaign was designed as a system, not a single film. Hero sequences, technology moments and product details were developed to work independently, allowing us to create focused cutdowns and platform-specific edits across multiple durations and aspect ratios. Every asset retains the same visual intelligence and impact, giving ASICS a cohesive launch toolkit across social, retail, digital and commerce.

Live-action brings the technology back to the runner. By integrating athletic performance into the CGI world, we connected the precision of the innovation lab with the instinct and energy of movement. Lighting, camera behaviour, grading and motion were closely aligned across both disciplines, creating a product story grounded in real performance.