Asics — Gel Nimbus 25
For the launch of the new running shoe, PlusOne was asked to create the motion component of the campaign.
Working within an established visual direction, the team developed a series of 3D films spanning two roles: a short product-focused teaser and a technology film designed to explain what was happening beneath the surface of the shoe.
Explaining the Features
At the centre of the project was the technology film, translating two of the shoe’s key innovations, PureGEL™ technology and FF BLAST™ PLUS ECO cushioning, into clear visual sequences.
The challenge was to make the internal construction and material behaviour understandable without turning the film into a technical diagram. Product beauty, material qualities and technology had to exist within the same visual language.
Research & Exploration
My involvement focused on finding that visual language.
I explored different ways of revealing and communicating the sole structure, from Houdini particle simulations to transparency and material studies. In parallel, I worked on the shading and lighting of the shoe itself and developed prototypes for exposing internal components while retaining a tactile, physical quality.
These experiments ranged from more technical and structural treatments to softer material-driven approaches, gradually defining the look used in the final sequences.
Variations and Formats
The work was designed to extend beyond a single hero film.
A 1:1 master composition provided a flexible basis for cut-downs and adaptations across different campaign placements, while selected motion components were also integrated into the ASICS product landing page.
Behind the scenes, the 3D setup was built to accommodate different colourways and product variations efficiently. Materials, shoe variants and selected elements could be exchanged while keeping the animation, lighting and overall visual language consistent across the campaign.
Studio
PlusOne
Credits
Full Credits — PlusOne Amsterdam
Client
Asics
Contribution
FF BLAST™ Visualisation & Simulation
Look Development & Rendering
Shading & Lighting
