ASICS
NOVABLAST™ 6
How do you show the energy a runner feels? For the ASICS NOVABLAST™ 6, we turned light into a visual expression of energy building and releasing. A glow begins within the shoe’s energy pod and radiates outwards, connecting product technology with a feeling of speed and propulsion, bringing an emotional dimension to the technical narrative.
Sectors
Service
Audio
Hero Innovation Film
Design + Direction
Working with ASICS and their product messaging hierarchy, we developed the light and energy direction as a visual metaphor for the pod’s response. Localised illumination draws attention to the feature, while glows and elongated motion trails extend its presence beyond the sole. By shaping the relationship between light and movement, our art direction connects the technology with a sensation of energy being released – giving the craft a clear storytelling purpose.
Social Teaser Film
Designing the visual language
Luminous glows, concentrated bursts and technical wireframes explored different expressions of innovation, speed and energy. We varied colour, treatment and motion blur to find the balance between product precision and abstract movement – with the shoe’s pod technology at its heart.
Shaping the energy
We explored how light could express the build-up and release of energy within the NOVABLAST™ 6. The balance was between atmosphere and clarity: keeping the pod identifiable as the source while allowing its light to stretch beyond the shoe. These studies helped us connect the product technology with a feeling of propulsion, carrying the energy through the shoe and illuminating the environment.
The quality of the output speaks for itself: a premium aesthetic, meticulous attention to the smallest detail and a team that raises the bar with every project. We’re proud that our work with Wonder Vision has won numerous industry awards. On both a personal and professional level – the team is an absolute joy to work with.
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