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Asics Sportstyle: Always in Motion
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ASICS' "Always in Motion" campaign, created by Wheelhouse Labs, has launched, fresh off the announcement that Wheelhouse Labs is the new creative & entertainment marketing (AOR) for ASICS SportStyle. Running through 2023, the partnership is an integral step of ASICS’ campaign to educate and increase engagement across channels through content creation and focus on movement through various forms of art. Directed by Jordan Bahat of Golden LA, the campaign spot "Always in Motion" highlights the ASICS SportStyle brand story through a hypnotic interplay of vision and motion. Per the creative brief, across three sections of the film ASICS wanted to introduce the SportStyle core values: Timeless Legacy; Relentless Innovation; and Intrinsic Positivity. To do so, the crew took an improvisational approach, combining art from three different forms – music by R&B/Dance duo duo Majid Jordan, choreography by Ian Eastwood, and digital art by Bambi. Bahat aimed to create a space that would isolate the work of the three artists almost exclusively. With production designer Liam Moore, they housed the stage in a void to block out most anything other than their contributions. In the spot, dancer/choreographer Ian Eastwood moves dynamically to Majid Jordan’s R&B-driven composition. Eastwood’s fluidity and power is on full display, as he moves within an enclosed world within a world, where scintillating LED art is projected onto a three-wall set. Bambi designed all of the projection loops and refined all of the colorization and live lighting-integrations with the brilliant DP Mike Gioulakis (The Eyes of Tammy Faye, Old, Split). The result is an ever-changing canvas as the camera swoops and jags, as dynamic as the dancer himself.
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