Asics tasked us with ideating, shooting and producing creative for use in the promotion of a variety of shoe launches – both in-store and on social media. The campaigns were used to increase consumer awareness and perception of AsicsTiger as a streetstyle brand.
Asics challenged us with retail storytelling for the ‘Party with Me’ pack in Footaction – an exclusive shoe for the retailer, which was inspired by Busta Rhymes in the 90s. As a limited drop that was scheduled to hit stores just before Black Friday, we wanted to tell the story of our consumer, who wouldn’t be caught dead wearing the same kicks as everyone else at the holiday party. Someone who would bring the party to a halt with his entrance. Our campaign, ‘Mic Drop’ captured that moment, frozen in time. We used colored gels, textured lighting effects and blacklight to bring concept to life and visually enhance the glow-in-the-dark neon details.
Styling for the Mother of Pearl pack played to this sneaker’s more delicate details while the use of animation allowed us to showcase the shoe’s unique iridescent sole.
The Fresh Up pack was designed by shoe design students at the Pensole Footwear Design Academy. Inspired by early ‘90s hip hop, we focused on color blocking and solid-colored props to match the primary color vibe and motifs found on apparel and artwork from early 90s music videos.
Creative Agency: Latitude
Art Director/Designer/Stylist: Sarah Huener
Photographer for Party with Me: Wes Glenna, Blue Ox MPLS
Photographer for Mother of Pearl/Fresh Up: Chris Lacourciere, Sarah Huener
Creative Director: Sean Cooley