An ASICS campaign system built around habit, not performance as spectacle.
Movement reframed as something constant, embedded in daily life, not reserved for sport.
A social-first framework translating everyday behaviours into expressions of performance.
Built to connect product, context and gesture, showing footwear in use and being over tested.
Designed to operate across content, turning daily routines into repeatable narratives.
My role: Art Direction, Design.
