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ASICS [social]

Art direction hands-on design

Engineered for everyday

TYPE OF WORK
Art Direction / Social Campaign / Digital Content / Design

OVERVIEW
Developed creative and visual assets for ASICS’ “Engineered for Everyday”, a social-first campaign positioning the brand’s performance footwear within everyday life and daily movement.

MY ROLE

  • Contributed to the campaign’s creative direction and visual language.

  • Developed concepts, mood boards and storyboards for social content.

  • Ensured visual consistency between performance credibility and lifestyle expression.

  • Produced hands-on design assets for campaign rollout.

CHALLENGE
Position ASICS beyond competitive sport while preserving its technical and scientific credibility. The campaign needed to make performance footwear feel relevant in everyday routines.

CREATIVE APPROACH
Framed movement as a daily habit rather than a competitive achievement. Used relatable scenarios, natural gestures and approachable compositions to integrate technical footwear into real-life contexts.

OUTCOME
Delivered a social-first campaign that expanded ASICS’ relevance beyond athletic performance. The content balanced technical authority with lifestyle accessibility, reinforcing the brand as part of everyday movement.

 

Film:

 

Key visuals:

 

Social posts: