Creative Direction for Asics – Gel Kayano 14
For this campaign, the creative direction blended three universes: Asian aesthetics, contemporary dance, and gaming culture. Inspired by the Pokémon world, we reimagined the iconic game card to showcase the “powers” of the Asics Gel Kayano 14 — comfort, stability, flexibility, and lightness — turning the sneaker into a character that bridges fashion and performance.
Set in a retro-futuristic urban world infused with Japanese influences, the campaign highlights the feminine yet athletic silhouette of the Gel Kayano 14. Dance-inspired poses and arabesque movements visually express the shoe’s balance, grace, and fluidity, embodying freedom and motion.
We therefore:
