SS24 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 Spring/Summer 2024 NAGINO™ Collection campaign. Our goal was clear: communicating that the NAGINO™ Collection is designed to take women from inspired to inspiring.
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 Move Your Mind with ASICS seasonal platform activation, and creative guidelines for 2024.
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 believe in the transformative power of movement.
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 community through movement and energy. This video recognizes the path to growth looks unique for each of us and that what inevitably what connects us. We can see ourselves in each other and when we move, we are moved by each other.
Social Activations
We proposed several social media activation themes focusing on how the NAGINO™ Collection motivates and transforms women. Content should be engaging, inspiring, and appropriately playful for each platform.
Select concepts for Instagram Reels and TikTok:
• How I Renew. Dressed in different combinations of NAGINO™ Collection, talent shares the top ways they SMSB for themselves and their community (Examples: training for the first half marathon with the run club, doing yoga and pilates, cross-training at the gym, and meditation).
• Runfit Laydown. Top-down POV outfit laydown on floor or bed to showcase pieces of the NAGINO™ Collection with native copy about tech/fashion details. Pro: Possibility of quickly producing 1 for each category or long/short pieces in the collection.
• Behind The Scenes: Mix. Match. Move. Showcase collection versatility with BTS recap of talent’s week of moving on set. Variety of outfits and ways to move is key. Sample week might be: Monday: 5 mile run (solo or together). Tuesday: Sightseeing walk with fellow talent. Wednesday: Yoga stretches together in the park or on rooftop. Thursday: Weights and treadmill in hotel gym. Friday: 1 talent doing pilates, 1 meditating, then meet to go to set together. Mix, match, move, renew.
• Run With Me Product Review. Combine Run with Me with a product review. “Time to renew my day. Let’s take the new GEL-CUMULUS™ 26 shoe out for a run.” Running H2T shots with product close-ups on her running route, as she shares her quick sound bites: “These are so comfortable. And it’s got great style.” “Love the cushioning—and the colors. The GEL-CUMULUS™ 26 makes me want to move.” “New running shoes motivate me even more.”