GRAVITY’S ARCHENEMY

The 33 Collection for ASICS was a new line of light and fast minimalist shoes designed to maximize cross-training routines. Being that these benefits were familiar and well-trodden territory within the category, we challenged ourselves to find a fresh approach to communicate our message in order to rise above the rest.

Using nearly 3,000 ping pong balls, 784 strands of fishing line and a half dozen industrial air compressors, we created a floating shoe sculpture to launch the 33 Collection. The gravity-defying feat was accomplished entirely in camera with no special effects and served as the broadcast centerpiece for our fully-integrated product campaign.

Press: Creativity Online, Shoot Online, Agency Spy, Colossal