ASICS introduces the new 33 by ASICS™ - a lightweight, minimalist athletic shoe collection that encourages natural foot movement.
To launch the new line of shoes, we created a 72 square-foot giant floating shoe, made entirely of ping-pong balls. This engineering experiment is the conceptual centerpiece of the spot for the new ASICS 33 sneakers.
The shoe was constructed from scratch, using 3kg of ping pong balls and no CG, taking roughly a month to build. It hovers two feet off the ground - highlighting the lightweight shoe's positioning.
Executive Creative Director: John Vitro
Creative Director: KT Thayer
Art Director: David Reyes
Art Director: Ali Martin Carillo Filsoof
Agency Producer: Mickey Strider
Director: Alex Ogus