CROSS CATEGORY // ASICS //
CROSS CATEGORY // ASICS //
ASICS Cross Category was a campaign made to merge two lines within the brand, Sportstyle and Running. We needed to create a visual universe that was compatible with both lines and that had a strong aesthetic appeal.
Enjoy
the process
This was a great ASICS project where I got to test a lot of new things. At the beginning I bet on colorful KeyVisuals, with younger compositions. It was a cool creation process for the team, where we made some versions until we reached the perfect result for the brand.
Final version
In the final version, we opted for a more minimalist look, with textures that connected with the brand's universe. In this way, KeyVisual adaptations were easier in future deployments.
“Vai Com Tudo”
por Rachel Reis
We invite Rachel Reis (@rachelreisc) (Revelation Artist Multishow Award 2022, Best APCA Album 2022), one of the featured artists in 2022, to compose a song for those who are always on the move and in the rush of everyday life. “Vai Com Tudo” is inspired by the singer's experience with three sneaker models: the iconic Japan S for casual riding, the GEL-Kimera for sweating at the gym and the GEL-Hypersonic 3 for running training.
People who were part of the project
Diretor: Lucas Jatobá
Produtora: DOJO
Produção Executiva: Cecilia Wagner
Estrelando: @rachelreisc
Cliente: ASICS
Marketing: Pedro Pinto
Agência & Produtora: DOJO
Atendimento: Helena Freitas e Tayana Silva
Diretor de Criação: Lucas Jatobá
Concept: Abner Galeazzi, Leandro Neves
Fotografia: Raquel Espírito
Figurino de shooting: Abner Galeazzi
Planejamento: Rita Braga, Yasmin Suzuki e Alanna Freire
Planejamento de Creators: Juliana Muncinelli e Caroline Lima
Conteúdo: Raphael Ramos, Luiza Bessa Pessoa e Larissa Mine
Mídia: Daiane Villar, Jessica Libório e Brenda Silva
Motion: Hugo Romero
Editor e Color: Bruno Siomi
Diretor de fotografia: Vinicius Colé @loopcius_cole
Coordenador de produção: @danielpagotto
Operador de Steady: @yoda.steadicam
1 AC: @raphaelmariano
2 AC: @_mahgurgel
Chefe de Elétrica: Didi @maguiunelive.co
Make: Karina Holanda
Coreografia: Maria Joana
Figurino: Rafael Tatsuo
Colaboração: @gagarrido