AW23 NAGINO Collection
The NAGINO™ Collection is designed for women by women. Every item in this collection is designed to inspire her to achieve calm through mindful movement. Functional design, versatile style and comfortable feeling fabric enables her to prioritize movement and take on life one challenge at a time.
Services
Art Direction
Graphic Design
Year
2023
Client
ASICS
Associate Creative Director
Sarah Malinconico
Copy
Amna Rahman
The Solve:
Collaborating with a talented copywriter, we began crafting the visual and story guidelines for the Autumn/Winter 2023 NAGINO™ Collection campaign. Our goal was clear: to communicate that the NAGINO™ Collection is meticulously designed to empower women to exercise freely and confidently, removing any distractions, barriers, and fears that may impede their performance.
As we delved into the project, we considered the need to raise awareness of the ASICS women's category and drive consideration and conversion among our target audience. To ensure coherence and synergy, we aligned our creative efforts with the Sound Mind, Sound Body brand promise; the dynamic Nothing Feels Better seasonal platform activation, and creative guidelines for 2023.
The resulting collaboration produced an impactful campaign that showcases the exceptional quality and functionality of the NAGINO™ Collection but also resonates with women seeking to conquer their fitness journeys with utmost comfort and self-assurance.
Moodboard
The visual moodboard for the campaign features a stunning collection of athletes, exuding an aspirational aura that inspires viewers to push their limits. It celebrates diversity by showcasing athletes with various body types, fostering a sense of inclusivity and empowering individuals of all backgrounds.
Video Concept
Our aim was to portray the genuine, everyday experiences of women who are intentionally prioritizing time for themselves and making the most of every moment. This video recognizes the hectic nature of their daily lives, but also showcases how they carve out precious time to reset and find solace through the NAGINO™ Collection. We witness their journey to seek tranquility and witness their rejuvenation as they return to where they started, ready to embark on the same path once more.
Digital Toolkit
We developed the digital toolkit for global use among ASICS regions with the same team that successfully produced the concept direction. This collaborative effort resulted in a comprehensive toolkit comprising of various engaging assets, such as e-commerce homepage banners, emails, and an assortment of eye-catching paid and organic social media materials. These social media assets span across popular platforms like Instagram, involving compelling reels, captivating stories, visually striking posts, and even TikToks that capture the attention of our target audience.