The goal for ASICS and PLEASURES was to create a dynamic sensory experience inspired by naturally occurring wonders and textures. With that goal in mind, PLEASURES tapped longtime partner, Shelby Kay Reed, to help lead this third collaborative project between the two brands.
Creatively, the goal was to build upon the theme “nature”, in a more immersive way for the campaign visuals and design.
00:00 Intro
00:30 Shoe History
02:33 Thank You
03:05 Materials
08:01 Sizing and Comfort
10:32 Box and Laces
A team of visual artists and creatives did a lot of work on the environments created to showcase the GEL-NYCTM shoe. They utilized a custom-built set by the set design and styling team to craft a working interactive nature scene for the shoe to interconnect with the elements presented. By creating tactile scenes, we accomplished the illusions of flowing tidepools, a mosslike field, and bubbling mud pots.
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