Engineered for everyday
At Likefriends, I worked on ASICS’ Engineered for Everyday campaign — a social-first series designed to blur the line between performance and daily life. The ambition was to show that ASICS isn’t only for athletes, but for anyone in motion. Through visuals and social storytelling, technical precision was translated into everyday contexts, capturing movement as part of daily rhythm rather than competition.
My role
Art Director / Hands-on Designer. Contributed to the creative direction and visual language of the campaign, developing concepts, mood boards, storyboards, layouts and executions across social formats, and ensuring consistency between performance credibility and lifestyle expression.
Problem / opportunity
How to make a performance-driven sports brand feel relevant in everyday life — without losing its technical and scientific authority or keeping athletic DNA as background.
Creative thinking
Humanize performance respecting brand guidelines. Frame movement as a daily habit rather than a competitive goal, using familiar situations, natural gestures and approachable compositions to make technical footwear feel part of real life.
Outcome / impact
A social-first campaign that positioned ASICS as a brand for everyday movement. Content that balanced performance and accessibility, extending the brand’s relevance beyond sport into daily routines.
— Art direction / hands on design
Film
Key visuals
Social posts
Go against the odds
“Sound body, sound mind” campaign developed at LikeFriends Amsterdam (2019). A series focused on resilience, balance and mental strength — using physicality and attitude as visual metaphors for overcoming pressure and expectation.
My role
Art Director / Designer. Worked hands-on across concept and visual development. Researched and curated photographic references, studied poses and body language, and defined styling, framing and composition. Collaborated closely with the photographer, models and styling team to translate intent into strong, expressive imagery.
Problem / opportunity
How to express mental resilience without clichés — avoiding literal or overly inspirational tropes, while keeping the message accessible and human.
Creative thinking
Use the body as language. Strong, slightly off-balance poses, controlled tension and deliberate framing became tools to communicate inner strength and resistance. Photography was treated as attitude rather than documentation — precise, restrained and emotionally loaded.
Outcome / impact
A distinctive visual campaign guidebook that captured the spirit of sound body, sound mind through authenticity and physical expression, reinforcing the message with imagery that felt grounded, modern and quietly defiant.
— Art direction / hands on design
Carrousels
Video posts
