ASICS is a sportswear company known for their running shoes. To test sales of existing models in new colorways, a brief was given to design a social ad campaign for awareness of new arrivals at 50 select DICK'S Sporting Goods locations. My role here included Concept Design, Graphic Design and VFX.
A creative strategy was developed around the idea that parachutes are an effective visual suggestion of something arriving. AI-generated images were used to present a proof of concept mood board for stakeholders to sign off on before moving to production.
The shoes were shot in a studio over green screen to facilitate compositing needs later on. Simple wire rigs were built for suspending the shoes and parachutes, as well as controlling the movement driven by fans arranged underneath, allowing for fine-tuned control and art direction during the shoot.
Compositions featuring multiple shoes falling from the sky with a larger foreground hero shoe became the format. Some existing photography of DICK'S storefronts were used as an added backdrop to reinforce the in-store availability of the limited colorways.
Although photography took highest priority, video assets were included in the final asset package for the campaign. Slow-motion footage was used to gain better control over the fast movement of the parachute fabric in post-production.
The campaign leveraged creative assets to successfully drive awareness of the limited door test, surpassing impressions goals by 4X with over 15M combined across META platforms on an efficient CPM of $6.61, outperforming the $10-$20 benchmark and maximizing the ad spend for ASICS.
