Project Overview
role
Creative Director
agency
The Adventures of
description
Over a 3-year collaboration, I led creative initiatives to connect Asics' technical expertise in performance footwear with contemporary lifestyle storytelling. We’ve created a bold new brand voice and framework, driving engagement through campaigns and partnerships and aligning Asics' technical craft with aspirational lifestyle content.
role
Creative Director
agency
The Adventures of
description
Over a 3-year collaboration, I led creative initiatives to connect Asics' technical expertise in performance footwear with contemporary lifestyle storytelling. We’ve created a bold new brand voice and framework, driving engagement through campaigns and partnerships and aligning Asics' technical craft with aspirational lifestyle content.
Project Overview
role
Creative Director
agency
The Adventures of
description
Over a 3-year collaboration, I led creative initiatives to connect Asics' technical expertise in performance footwear with contemporary lifestyle storytelling. We’ve created a bold new brand voice and framework, driving engagement through campaigns and partnerships and aligning Asics' technical craft with aspirational lifestyle content.
(PLAY)
Get more boing
To cut through sneaker review fatigue, we collaborated with Gabari, Japan's wildest hypebeast. His energetic bouncing, paired with striking visuals, made the HyperGEL-LYTE's bold bounce tangibly felt. This vibrant launch created an experience that was felt, not just seen.
Get more boing
To cut through sneaker review fatigue, we collaborated with Gabari, Japan's wildest hypebeast. His energetic bouncing, paired with striking visuals, made the HyperGEL-LYTE's bold bounce tangibly felt. This vibrant launch created an experience that was felt, not just seen.
(PLAY)
Mexico 66 SD
This campaign brought the 1968 Mexico City Games' iconic Onitsuka Tiger MEXICO 66 shoe roaring back to life. Inspired by the original delegation design, we created a fresh, contemporary vision. This reimagination blends the legacy of Lance Wyman's bold insignia with new athletic aesthetics.
Mexico 66 SD
This campaign brought the 1968 Mexico City Games' iconic Onitsuka Tiger MEXICO 66 shoe roaring back to life. Inspired by the original delegation design, we created a fresh, contemporary vision. This reimagination blends the legacy of Lance Wyman's bold insignia with new athletic aesthetics.
Asics
Asics
Asics
Asics
Asics
Asics
Asics
Asics
Asics
What the GEL
As Asics Tiger's first global campaign, we partnered with Berlin's Studio Zeitguised to spotlight their game-changing GEL technology. This responsive material in every Asics shoe provides ultimate shock absorption. Made of substance, not air, GEL revolutionizes cushioning and comfort.paign brought the 1968 Mexico City Games' iconic Onitsuka Tiger MEXICO 66 shoe roaring back to life. Inspired by the original delegation design, we created a fresh, contemporary vision. This reimagination blends the legacy of Lance Wyman's bold insignia with new athletic aesthetics.
What the GEL
As Asics Tiger's first global campaign, we partnered with Berlin's Studio Zeitguised to spotlight their game-changing GEL technology. This responsive material in every Asics shoe provides ultimate shock absorption. Made of substance, not air, GEL revolutionizes cushioning and comfort.paign brought the 1968 Mexico City Games' iconic Onitsuka Tiger MEXICO 66 shoe roaring back to life. Inspired by the original delegation design, we created a fresh, contemporary vision. This reimagination blends the legacy of Lance Wyman's bold insignia with new athletic aesthetics.
(PLAY)
(PLAY)
(PLAY)
(PLAY)
I am tribe
This campaign delved into four culture creators’ lives, spotlighting authenticity and using their individuality as a window to their tribes.
I am tribe
This campaign delved into four culture creators’ lives, spotlighting authenticity and using their individuality as a window to their tribes.