Everyday shoes, under test

My role: Art Direction, Design.

Challenge: Create a social-first campaign that proves product performance without relying on elite athletes or traditional sports storytelling.

Idea: Everyday life became the laboratory. Instead of celebrating exceptional performance, we recreated familiar daily movements as controlled experiments. Every step, jump and routine became measurable proof of the product's engineering.

Outcome: Developed a scalable creative platform across film, photography and social, giving ASICS a distinctive campaign system built around observation, precision and everyday behaviour.

• Client — ASICS

• Agency — Likefriends

• Creative Direction — Stef de Jong

• Art Direction — Rodrigo Troitiño

• Photography — Laura Vifer

• Talents — Carmen Barceló & Pau Relats

• Design — Rodrigo Troitiño, Aemilius

• Production — Micael and James. CT

Selected photos:

Key visual (conceptual):

Film:

Images (product):

Key visuals (product):