ASICS
GEL-NIMBUS™ 27
For the ASICS Gel-Nimbus 27, we led the creative and production of a CGI tech film built around a single, defining narrative: cloud-like comfort. To bring that creative to life, we designed a bespoke visual world of curated clouds – translating the shoe’s cushioning and smoothness into something atmospheric, sculptural and immersive.
Sectors
Service
Audio
The Creative
The creative centred on making comfort feel visible. Clouds became the core visual language, allowing us to express softness, support and smoothness in a way that felt both emotive and performance-led. Rather than treating them as natural effects, we art directed each form to feel refined and compositionally precise – creating a world that elevated the product while staying true to its comfort story.
Gel Insert R&D
Translating Calm into a Visual Background
Process Reel
Cloud Design Exploration
To realise the film, we built a bespoke cloud tool in Houdini, giving us the flexibility to generate and art direct cloud formations with precision. This allowed us to explore different shapes, densities and behaviours, creating a curated system that felt less like weather and more like a designed visual language. The result was a cloud world tailored to the Gel-Nimbus 27 – soft, immersive and built to express comfort through motion and form.
Teaser Film
project? Get in touch.
