After awarding the global account to Saatchi & Saatchi in 2016, ASICS was ready for a unified team of creative minds with fresh ideas to rally the brand. So we went back to where it all began. Mr. Onitsuka founded ASICS on the principle that movement energizes the mind and readies it for life, a sentiment that we found a modern-day way to express with I MOVE ME™. The first work hit the streets of London for the IAAF World Championships, featuring athletes who’d overcome amazing obstacles to move.

I MOVE ME™ has now been picked up by every region globally. It has unified the brand, been embraced by consumers on social media and started ASICS on a new, bountiful chapter.

As a mid-level art director I helped to concept the brand anthem, support the casting and wardrobe production of the hero campaign video as well as shape the look and feel of the key visuals carried throughout print and experiential.

Role: Art Direction and Design