ASICSTIGER

The challenge was to find a communication concept that would help the brand position itself within the urban-lifestyle segment. The concept had to be in line with urban trends, although we considered that it had to stand out from the purely commercial, differentiating itself from the aesthetics of competitors (Nike, Adidas, Under Armour, Puma) and, in this way, be in tune with the target.

We proposed the creation of a 100% animated motion graphics piece. Something more similar to a "short" animation (anime style) than to the usual product commercial videos in the motion graphics campaigns of the competition.

The goal was to create a powerful piece that, in addition to serving as a communication campaign, would help reposition the brand in the market, becoming perceived as a brand capable of breaking with the established. Even with its own communication.

We were inspired by the big cities of Japan, dynamic, active and very urban. Although in these environments everything moves very fast and in a seemingly organized way, if we look closely, we can find small forgotten corners where it seems that time stands still and anything unexpected can happen.

We refer to dark, empty and cold alleys; but we also talk about mysticism, secrecy and a certain rebelliousness when we leave the beaten path.

The concept is a nod to the origin of the brand, which comes from Kobe (meaning "door of the gods/spirits"). If the gods wanted to give a few chosen ones a pair of shoes that would allow them to achieve their most noble goals (those above money or fame), they would surely do it behind a clandestine door in some inhospitable alley.

We imagine that behind that door there is a factory with the most advanced technology, completely robotized and where the perfect sneaker for urban movement is manufactured; which is injected with a mysterious and attractive gel (a kind of elixir of the gods).

Finally, an exclusive product is obtained for the few who dare to discover it.