Launching ASICS' most comfortable running shoe to date, the GEL-NIMBUS™ 25. A global campaign launch and toolkit delivery for ASICS.
(Role)
Design, Art Direction
(Team)
Rōnin Amsterdam
(Year)
2022
Launching ASICS' most comfortable running shoe to date, the GEL-NIMBUS™ 25. A global campaign launch and toolkit delivery for ASICS.
(Role)
Design, Art Direction
(Team)
Rōnin Amsterdam
(Year)
2022
Launching ASICS' most comfortable running shoe to date, the GEL-NIMBUS™ 25. A global campaign launch and toolkit delivery for ASICS.
(Role)
Design, Art Direction
(Team)
Rōnin Amsterdam
(Year)
2022
Launching ASICS' most comfortable running shoe to date, the GEL-NIMBUS™ 25. A global campaign launch and toolkit delivery for ASICS.
(Role)
Design, Art Direction
(Team)
Rōnin Amsterdam
(Year)
2022
A design direction inspired by the testing process and the shoe's technology.
A design direction inspired by the testing process and the shoe's technology.
A design direction inspired by the testing process and the shoe's technology.
A design direction inspired by the testing process and the shoe's technology.
The iconic GEL-NIMBUS™ 25 had undergone rigorous independent testing with real runners, making it a highly anticipated product launch for both the brand and the running community. For the launch, we were tasked to tell the story of comfort and develop campaign materials.
The iconic GEL-NIMBUS™ 25 had undergone rigorous independent testing with real runners, making it a highly anticipated product launch for both the brand and the running community. For the launch, we were tasked to tell the story of comfort and develop campaign materials.
The iconic GEL-NIMBUS™ 25 had undergone rigorous independent testing with real runners, making it a highly anticipated product launch for both the brand and the running community. For the launch, we were tasked to tell the story of comfort and develop campaign materials.
The iconic GEL-NIMBUS™ 25 had undergone rigorous independent testing with real runners, making it a highly anticipated product launch for both the brand and the running community. For the launch, we were tasked to tell the story of comfort and develop campaign materials.
Visualising research-backed comfort
Visualising research-backed comfort
Visualising research-backed comfort
Visualising research-backed comfort
Together with PlusOne, we took great care to make sure that the comfort and lightness of the product comes through. Visual elements like the gel bubbles and foam were used to showcase comfort, softness and shock-absorption.
Together with PlusOne, we took great care to make sure that the comfort and lightness of the product comes through. Visual elements like the gel bubbles and foam were used to showcase comfort, softness and shock-absorption.
Together with PlusOne, we took great care to make sure that the comfort and lightness of the product comes through. Visual elements like the gel bubbles and foam were used to showcase comfort, softness and shock-absorption.
Together with PlusOne, we took great care to make sure that the comfort and lightness of the product comes through. Visual elements like the gel bubbles and foam were used to showcase comfort, softness and shock-absorption.
A robust system of graphic elements
A robust system of graphic elements
A robust system of graphic elements
A robust system of graphic elements
A closer look at the elements developed to form the campaign's identity. The GEL-NIMBUS™ 25 testing process inspired a unique system of graphic elements. We created signatures and stamps that conveyed the testing process.
These graphic elements were used throughout the campaign. The typography on the other hand was an evolution of the ASICS brand typeface, given a utilitarian approach.
A closer look at the elements developed to form the campaign's identity. The GEL-NIMBUS™ 25 testing process inspired a unique system of graphic elements. We created signatures and stamps that conveyed the testing process.
These graphic elements were used throughout the campaign. The typography on the other hand was an evolution of the ASICS brand typeface, given a utilitarian approach.
A closer look at the elements developed to form the campaign's identity. The GEL-NIMBUS™ 25 testing process inspired a unique system of graphic elements. We created signatures and stamps that conveyed the testing process.
These graphic elements were used throughout the campaign. The typography on the other hand was an evolution of the ASICS brand typeface, given a utilitarian approach.
A closer look at the elements developed to form the campaign's identity. The GEL-NIMBUS™ 25 testing process inspired a unique system of graphic elements. We created signatures and stamps that conveyed the testing process.
These graphic elements were used throughout the campaign. The typography on the other hand was an evolution of the ASICS brand typeface, given a utilitarian approach.
Prior to the launch
Prior to the launch
Prior to the launch
Prior to the launch
Across social media, the teaser phase began with a organic social videos showcasing the testing facility and a glimpse of the product to convey the extensive research and testing that the upcoming GEL-NIMBUS™ 25 shoe went through.
Across social media, the teaser phase began with a organic social videos showcasing the testing facility and a glimpse of the product to convey the extensive research and testing that the upcoming GEL-NIMBUS™ 25 shoe went through.
Across social media, the teaser phase began with a organic social videos showcasing the testing facility and a glimpse of the product to convey the extensive research and testing that the upcoming GEL-NIMBUS™ 25 shoe went through.
Across social media, the teaser phase began with a organic social videos showcasing the testing facility and a glimpse of the product to convey the extensive research and testing that the upcoming GEL-NIMBUS™ 25 shoe went through.
The reveal
The reveal
The reveal
The reveal
During the reveal phase, we expanded on the narrative of the design and extensive testing efforts while developing the shoe.
During the reveal phase, we expanded on the narrative of the design and extensive testing efforts while developing the shoe.
During the reveal phase, we expanded on the narrative of the design and extensive testing efforts while developing the shoe.
During the reveal phase, we expanded on the narrative of the design and extensive testing efforts while developing the shoe.
The launch
The launch
The launch
The launch
The launch assets were designed to showcase the product in use, thus the organic and paid social media videos focused on the people led assets with a product led sign-off.
The launch assets were designed to showcase the product in use, thus the organic and paid social media videos focused on the people led assets with a product led sign-off.
The launch assets were designed to showcase the product in use, thus the organic and paid social media videos focused on the people led assets with a product led sign-off.
The launch assets were designed to showcase the product in use, thus the organic and paid social media videos focused on the people led assets with a product led sign-off.
A story of comfort successfully told
A story of comfort successfully told
A story of comfort successfully told
A story of comfort successfully told
Team at Rōnin Amsterdam
Team at Rōnin Amsterdam
Team at Rōnin Amsterdam
Team at Rōnin Amsterdam
Creative Direction: Toby Mok, Yordy van der Werff, Stevijn van Olst
Copywriting: Dennisse Ariana Pérez
Design, Art Direction: Stevijn van Olst, Cassie Ng, Seth Josephs
3D: PlusOne Amsterdam
Motion Design: Alex Kelly, Lubbert Meun
Project Management: Judith Kampman
Creative Direction: Toby Mok, Yordy van der Werff, Stevijn van Olst
Copywriting: Dennisse Ariana Pérez
Design, Art Direction: Stevijn van Olst, Cassie Ng, Seth Josephs
3D: PlusOne Amsterdam
Motion Design: Alex Kelly, Lubbert Meun
Project Management: Judith Kampman
Creative Direction: Toby Mok, Yordy van der Werff, Stevijn van Olst
Copywriting: Dennisse Ariana Pérez
Design, Art Direction: Stevijn van Olst, Cassie Ng, Seth Josephs
3D: PlusOne Amsterdam
Motion Design: Alex Kelly, Lubbert Meun
Project Management: Judith Kampman
Creative Direction: Toby Mok, Yordy van der Werff, Stevijn van Olst
Copywriting: Dennisse Ariana Pérez
Design, Art Direction: Stevijn van Olst, Cassie Ng, Seth Josephs
3D: PlusOne Amsterdam
Motion Design: Alex Kelly, Lubbert Meun
Project Management: Judith Kampman
(Contact)
Email
hey@thisiscas.com
Phone
06.196.414.78
(Social)
(Contact)
Email
hey@thisiscas.com
Phone
06.196.414.78
(Social)
(Contact)
Email
hey@thisiscas.com
Phone
06.196.414.78
(Social)
(Contact)
Email
hey@thisiscas.com
Phone
06.196.414.78
(Social)