ASICS was launching a new line of ultra-lightweight shoes into market called the 33 Collection by ASICS. Where our competitors were marketing their equivalent product in traditional and tired ways we took a fresh approach in conveying the product and its benefits.
To do this we partnered with an aerospace engineer to create a 72 square-foot shoe made up entirely of ping pong balls. The experiment included 3,000 ping pong balls, two industrial air compressors, 24 air valves, and nearly 800 separate guidelines to create the shoe. When the ping pong balls hovered above the ground they created a silhouette of the shoe highlighting the lightweight shoe's positioning.
Collection Launch, Campaign Idea, TV
Role: Sr. Art Director
Director: Alex Ogus