ASICS is a sportswear company known for their performance running shoes. Ahead of launching a 5th generation of their Novablast model, a brief was issued to design a social ad campaign that highlighted the shoe's updated styling and tech specs for attracting previous and new customers alike; particularly younger audiences. My role here included Concept Design, Art Direction and Graphic Design.
A creative strategy was developed around the name Novablast and the tagline "Feel comfort, find energy" combining images of the shoe with colorful, supernova-inspired energy blasts in deep space environments. AI-generated imagery was used to mock up examples for stakeholder sign-off.
The shoes were suspended over a large digital display on which custom backgrounds could be projected and positioned precisely. The screen's glow together with primary and accent lighting effectively allowed for in-camera compositing that helped shorten post-production.
Post-production focused on complimenting the photography with a graphic treatment that highlighted the brand's comfort and energy messaging while helping the products visually resonate with the target audience.
Social ad carousels helped emphasize tech features with macro photos and alt copy that detailed the benefits both for newcomers and brand loyalists looking to upgrade.
For ASICS, Gen Z and Millennials usually make up about 40% of total sales for their Novablast line, but after this campaign that demographic baseline jumped to 50%, achieving the initial goal by a healthy margin.
