Finding a fashionably mindful journey through the city. A regional launch in the European markets for the iconic GEL-NYC™, a shoe for everyday wear.

(Role)

Design, Art Direction

(Team)

Rōnin Amsterdam

(Year)

2023

Finding a fashionably mindful journey through the city. A regional launch in the European markets for the iconic GEL-NYC™, a shoe for everyday wear.

(Role)

Design, Art Direction

(Team)

Rōnin Amsterdam

(Year)

2023

Finding a fashionably mindful journey through the city. A regional launch in the European markets for the iconic GEL-NYC™, a shoe for everyday wear.

(Role)

Design, Art Direction

(Team)

Rōnin Amsterdam

(Year)

2023

Finding a fashionably mindful journey through the city. A regional launch in the European markets for the iconic GEL-NYC™, a shoe for everyday wear.

(Role)

Design, Art Direction

(Team)

Rōnin Amsterdam

(Year)

2023

A mindful journey through the city with the GEL-NYC™

A mindful journey through the city with the GEL-NYC™

A mindful journey through the city with the GEL-NYC™

A mindful journey through the city with the GEL-NYC™

For the launch of the GEL-NYC™, we collaborated with ASICS to create a campaign aimed to bring the spirit of the Big Apple to Europe and featured two influential artists, Kicki from Berlin and Selassie from Paris.

The 360 campaign showcased a day in the life as they moved through the city at their tempo — capturing a mindful journey through the city.

For the launch of the GEL-NYC™, we collaborated with ASICS to create a campaign aimed to bring the spirit of the Big Apple to Europe and featured two influential artists, Kicki from Berlin and Selassie from Paris.

The 360 campaign showcased a day in the life as they moved through the city at their tempo — capturing a mindful journey through the city.

For the launch of the GEL-NYC™, we collaborated with ASICS to create a campaign aimed to bring the spirit of the Big Apple to Europe and featured two influential artists, Kicki from Berlin and Selassie from Paris.

The 360 campaign showcased a day in the life as they moved through the city at their tempo — capturing a mindful journey through the city.

For the launch of the GEL-NYC™, we collaborated with ASICS to create a campaign aimed to bring the spirit of the Big Apple to Europe and featured two influential artists, Kicki from Berlin and Selassie from Paris.

The 360 campaign showcased a day in the life as they moved through the city at their tempo — capturing a mindful journey through the city.

Making of the campaign identity

Making of the campaign identity

Making of the campaign identity

Making of the campaign identity

ASICS collaborated with BAFIC to produce the campaign photography and footages. At Rōnin, we developed the campaign line 'My City. My Pace.' A phrase that captures ASICS' mindful approach to movement and maintains the urban spirit of the GEL-NYC™.

The typography was inspired by street signs and metro subways. For the motion treatment, we developed a gritty graphic approach that evoked the streets of the city it spawned from.

ASICS collaborated with BAFIC to produce the campaign photography and footages. At Rōnin, we developed the campaign line 'My City. My Pace.' A phrase that captures ASICS' mindful approach to movement and maintains the urban spirit of the GEL-NYC™.

The typography was inspired by street signs and metro subways. For the motion treatment, we developed a gritty graphic approach that evoked the streets of the city it spawned from.

ASICS collaborated with BAFIC to produce the campaign photography and footages. At Rōnin, we developed the campaign line 'My City. My Pace.' A phrase that captures ASICS' mindful approach to movement and maintains the urban spirit of the GEL-NYC™.

The typography was inspired by street signs and metro subways. For the motion treatment, we developed a gritty graphic approach that evoked the streets of the city it spawned from.

ASICS collaborated with BAFIC to produce the campaign photography and footages. At Rōnin, we developed the campaign line 'My City. My Pace.' A phrase that captures ASICS' mindful approach to movement and maintains the urban spirit of the GEL-NYC™.

The typography was inspired by street signs and metro subways. For the motion treatment, we developed a gritty graphic approach that evoked the streets of the city it spawned from.

Takeovers: From billboards, online to in-store

Takeovers: From billboards, online to in-store

Takeovers: From billboards, online to in-store

Takeovers: From billboards, online to in-store

The campaign consists of billboard takeovers and in-store retail marketing. It also ran through digital and social platforms.

The campaign consists of billboard takeovers and in-store retail marketing. It also ran through digital and social platforms.

The campaign consists of billboard takeovers and in-store retail marketing. It also ran through digital and social platforms.

The campaign consists of billboard takeovers and in-store retail marketing. It also ran through digital and social platforms.

Accelerated campaign implementations

Accelerated campaign implementations

Accelerated campaign implementations

Accelerated campaign implementations

A toolkit with clear assets objectives and documentations were developed for the ASICS team in Europe to assist the local markets in deploying the campaign seamlessly.

Our collaboration with ASICS Sportstyle produced great outcomes. From our client, Jenna: "Rōnin came through in the nick of time to help us deliver this campaign. They added a different dimension and made the work great and awesome."

The campaign was rolled out in 9 European cities. I worked closely with my tightly knitted team to streamline the entire workflow because like many projects, there is never enough time. Together, a few hundreds assets were created within a very short amount of time.
A toolkit with clear assets objectives and documentations were developed for the ASICS team in Europe to assist the local markets in deploying the campaign seamlessly.

Our collaboration with ASICS Sportstyle produced great outcomes. From our client, Jenna: "Rōnin came through in the nick of time to help us deliver this campaign. They added a different dimension and made the work great and awesome."

The campaign was rolled out in 9 European cities. I worked closely with my tightly knitted team to streamline the entire workflow because like many projects, there is never enough time. Together, a few hundreds assets were created within a very short amount of time.
A toolkit with clear assets objectives and documentations were developed for the ASICS team in Europe to assist the local markets in deploying the campaign seamlessly.

Our collaboration with ASICS Sportstyle produced great outcomes. From our client, Jenna: "Rōnin came through in the nick of time to help us deliver this campaign. They added a different dimension and made the work great and awesome."

The campaign was rolled out in 9 European cities. I worked closely with my tightly knitted team to streamline the entire workflow because like many projects, there is never enough time. Together, a few hundreds assets were created within a very short amount of time.
A toolkit with clear assets objectives and documentations were developed for the ASICS team in Europe to assist the local markets in deploying the campaign seamlessly.

Our collaboration with ASICS Sportstyle produced great outcomes. From our client, Jenna: "Rōnin came through in the nick of time to help us deliver this campaign. They added a different dimension and made the work great and awesome."

The campaign was rolled out in 9 European cities. I worked closely with my tightly knitted team to streamline the entire workflow because like many projects, there is never enough time. Together, a few hundreds assets were created within a very short amount of time.

Team at Rōnin Amsterdam

Team at Rōnin Amsterdam

Team at Rōnin Amsterdam

Team at Rōnin Amsterdam

Creative Direction: Seth Josephs
Copywriting: Boy Huisteijn
Design, Art Direction: Cassie Ng, Martijn van Meijel
Motion Design: Lubbert Meun
Project Management: Pauline Rondeltap

Creative Direction: Seth Josephs
Copywriting: Boy Huisteijn
Design, Art Direction: Cassie Ng, Martijn van Meijel
Motion Design: Lubbert Meun
Project Management: Pauline Rondeltap

Creative Direction: Seth Josephs
Copywriting: Boy Huisteijn
Design, Art Direction: Cassie Ng, Martijn van Meijel
Motion Design: Lubbert Meun
Project Management: Pauline Rondeltap

Creative Direction: Seth Josephs
Copywriting: Boy Huisteijn
Design, Art Direction: Cassie Ng, Martijn van Meijel
Motion Design: Lubbert Meun
Project Management: Pauline Rondeltap