Hasta La Creative!

Despite breaking with 180LA late last year, sneaker brand ASICS still works with the agency’s Amsterdam office on its global account.

The latest collaboration between the two promotes Flytefoam, a new innovation in shoe tech that supposedly uses “organic fibres for better performance giving runners the perfect combination of lightness and protection.”

These new tricked out shoes are so good, they make hardcore performance runners feel like they can fly. (SPOILER: they cannot.)

Beyond the anthem ad above, the campaign also includes a series of literal training films. They are quite intense, and they also play on the athlete-as-plane theme.

As consumers, would can point out that—machine metaphors aside—ASICS does indeed make really good running shoes.

Regarding the new work, 180 Amsterdam president and chief creative officer Al Moseley said, “180 Amsterdam is obsessed with delivering ideas that help brands bring influence and utility to culture. This is a unique campaign that motivates, trains and inspires any runner to get faster. We expect to see a lot of personal bests in the weeks ahead.”

You may notice the new creative leads on the business in the credits. Dan Treichel and Dave Canning, who had led the ASICS account and worked on several others in Amsterdam, moved to New York in January to become co-ECDs at Joan Creative.

CREDITS

CREDITS
President and chief creative officer: Al Moseley
Creative director team: Martin Terhart & Adam Noel
Creative: Lachlan Palmer-Hubbard & Chase Kimball
Head of production: Bethany Papenbrock
Film Producer: James Southward
Print Producer: Mike Winek
Account Director: Jim O’Regan
Communications Strategy director: Pete Fishman
Planner: Vincent Johnson
Business affairs manager: Pamela Villaflores

Production Company: Stink London
Director: Jones & Tino
Producer: Simon Eakhurst
Production Manager: Lucy Banks
DOP: Mattias Rudh

Edit House: Stitch London
Editor: Leo King

Sound Studio: Wave Amsterdam
Sound Designer: Randall MacDonald

Post House: MPC Amsterdam
VFX Producer: Kayleigh Dugdale
2D Supervisor: Ricky Weissman
Colourist: George K (out of MPC London)

Photographers: The Wade Brothers