Asics Door Test
Asics Door Test
Client
ASICS
Year
2024
Footwear ad campaign
Footwear ad campaign
The Brief
ASICS is a sportswear company known for their running shoes. To test sales of existing models in new colorways, a brief was given to design a social ad campaign for awareness of new arrivals at 50 select DICK'S Sporting Goods locations. My role here included Concept Design, Graphic Design and VFX.
ASICS is a sportswear company known for their running shoes. To test sales of existing models in new colorways, a brief was given to design a social ad campaign for awareness of new arrivals at 50 select DICK'S Sporting Goods locations. My role here included Concept Design, Graphic Design and VFX.
Client
ASICS
ASICS
ASICS
ASICS
Industry
Footwear
Footwear
Footwear
Footwear
Service
Art Direction
Art Direction
Art Direction
Art Direction
Creative Strategy
Creative Strategy
Creative Strategy
Creative Strategy
Graphic Design
Graphic Design
Graphic Design
Graphic Design
VFX
VFX
VFX
VFX
Motion Graphics
Motion Graphics
Motion Graphics
Motion Graphics
The Solve
A creative strategy was developed around the idea that parachutes are an effective visual symbol of arrival. AI-generated images were used to present a proof of concept mood board for stakeholders to sign off on before moving to production.
A creative strategy was developed around the idea that parachutes are an effective visual symbol of arrival. AI-generated images were used to present a proof of concept mood board for stakeholders to sign off on before moving to production.
The Shoot
The shoes were shot in a studio over green screen to facilitate compositing needs later on. Simple wire rigs were built for suspending the shoes and parachutes, as well as controlling the movement driven by fans arranged underneath, allowing for fine-tuned control and art direction during the shoot.
The shoes were shot in a studio over green screen to facilitate compositing needs later on. Simple wire rigs were built for suspending the shoes and parachutes, as well as controlling the movement driven by fans arranged underneath, allowing for fine-tuned control and art direction during the shoot.
Design
Compositions featuring multiple shoes falling from the sky with a larger foreground hero shoe became the format. Some existing photography of DICK'S storefronts were used as an added backdrop to reinforce the in-store availability of the limited colorways.
Compositions featuring multiple shoes falling from the sky with a larger foreground hero shoe became the format. Some existing photography of DICK'S storefronts were used as an added backdrop to reinforce the in-store availability of the limited colorways.
Video
Although photography took highest priority, video assets were included as part of the complete campaign package. Slow-motion footage was used to gain better control over the fast movement of the parachute fabric in post-production.
Although photography took highest priority, video assets were included as part of the complete campaign package. Slow-motion footage was used to gain better control over the fast movement of the parachute fabric in post-production.
Results
The campaign leveraged creative assets to successfully drive awareness of the limited door test, surpassing impressions goals by 4X with over 15M combined across META platforms on an efficient CPM of $6.61, outperforming the $10-$20 benchmark and maximizing the ad spend for ASICS.
The campaign leveraged creative assets to successfully drive awareness of the limited door test, surpassing impressions goals by 4X with over 15M combined across META platforms on an efficient CPM of $6.61, outperforming the $10-$20 benchmark and maximizing the ad spend for ASICS.
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Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction
Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction
Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction
Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction
ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design
ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design
ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design
ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design