ASICS
GEL-KAYANO™ + GT-2000™
Built around the core product UVPs of stability and guidance, the film creates a visual metaphor for the performance benefits of the Gel-Kayano and GT-2000™. Through an art-directed responsive floor system, supportive landings and a carefully controlled sense of flow, it translates the feeling of structural support into something cinematic and visceral.
Sectors
Service
Audio
30s Spot
The Stability + Guidance Metaphor
The visual metaphor is expressed through a responsive floor of wavering lines that shift, settle and straighten on impact. As the runner lands, potential instability is transformed into control – visualising the shoe’s support system and forward guidance in a simple, powerful way.
Stability and Guidance Exploration Reel
Background Mood Title Visuals
The background exploration used the metaphor as a creative steer, shaping a world that supports the narrative of stability, guidance and controlled motion. Through light, texture, and atmospheric detail, we explored how the wider visual world of the film could reinforce the product story and support the title graphics.
GT-2000
Using the same visual system, we extended the approach to the GT-2000 – creating additional value through a new set of bespoke assets tailored to the shoe. This allowed us to build on an established language while delivering a fresh expression of the product that still felt cohesive within the wider campaign.
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