In 2014, Vitro Agency pitched to win a new segment of Asics’ business called Asics Tiger. My team and I were able to put together a presentation that ultimately won that business by developing a campaign platform and visual approach that is still being built upon today.
The line of footwear was created for consumers who collect shoes for their rarity, trade them and show them off. These are the true “sneakerheads” who have a high esteem for street style and fashion. The reach of Asics Tiger’s audience spans across the globe from Tokyo to London to New York. My team and I were tasked with creating a visual narrative to launch the hype around the reboot of the classic Gel Lyte III. Inspired by curators such as Hypebeast and Benny Gold, we developed a lookbook approach which culminated in our campaign called WILD RARE.
PRINT CAMPAIGN | WILD RARE
Borrowing from our swipe, we created a visceral print campaign paralleling the product with exotic patterns, color palettes and an overall celebration of bold design. We aimed to play up the elements that excited our consumers most about the culture, brand, and premium exclusivity of the product.
To give our client an overall sense for how the campaign would look in the retail space, we created some mock up in-store signage.
We shot lifestyle photography and designed our own physical lookbook collaging it with our swipe and visual approach.
Of course we had to imagine how these would play out as "WILD" postings in an urban OOH setting.
To give our client an overall sense for how the campaign would look in the retail space we created some mock up in-store signage.