ASICS. SlamJam — CG video
Founded by Luca Benini in 1989 in Italy, Slam Jam was born to “cater to the subway” long before the term “streetwear” existed. After launching an online store in early 2013, Slam Jam is now part of the sneaker game on the international scene.
The commercial for the new ASICS Gel-kinetic Fluent model is another step that represents the image of street style and quality of Slam Jam. The main wish of the client was to visualize their story, but in a pitch and recognizable P.MOTION style.
Idea
The idea was to show the clip from the point of view of the main character – from the first person. Immerse the viewer in the intense and chaotic experiences of the morning routine. Each explores altered states that create sensory overload, using crude, exaggerated styles.
In the final, to highlight the contrast and change of environment when interacting with ASICS sneakers.
The plot
The brand’s motto “healthy mind, healthy body” is all about comfort and wellness above all else, and they offered us a theme to work with: the “morning routine”. But isn’t every morning routine something that’s perfect for everyone? Sometimes, it’s more like stumbling around, trying to wake up when the milk runs out, the coffee spills, the dog pees on the carpet…. you know, from real life.
In the final, to highlight the contrast and change of environment when interacting with ASICS sneakers.
Work outcome
We made a dynamic commercial for the new ASICS model in a recognizable P.MOTION style. By combining CG and 3D animation, a subjective point of view was conveyed to immerse the audience in an intense, intimate experience. Together, they emphasize the extremes and weirdness of human experience and interaction with the environment.
Team
Creative director: Denis Levchenko
Producing: Kirill Galushko, Denis Levchenko
Director: Razdor
CG: Dima Antonov, Anton Khomyak, Bodya, Razdor
Editing: Semion Levchenko
Effects: Semion Levchenko
Music and sound: Earbleedteam
Account manager: Nika Zhusueva
Client: SlamJam
p.motion.studio
2024