Everyday shoes, under test
A campaign system built around habit, not performance as spectacle. Movement is reframed as measurable and observable, where footwear is treated as a lab-tested object rather than a lifestyle accessory, placed under controlled scrutiny to assess precision, durability, and response.
Engineered for everyday — a social-first framework translating everyday behaviours into structured experiments. Shoes are shown being tested and observed in a lab environment, where daily movements are recreated as repeatable trials, turning routine actions into documented proof of performance.
My role: Art Direction, Design.
Client — ASICS
Agency — Likefriends
Creative Direction — Stef de Jong
Art Direction — Rodrigo Troitiño
Photography — Elena Gringe
Design — Rodrigo Troitiño, Aemilius
Production — Micael and James. CT
Film:
Key visuals (product):
