ASICS GEL-KAYANO 31

CONTEXT

THIS PROJECT INTERPRETS THE ASICS GEL-KAYANO 31 THROUGH THE LENS OF ASICS’ “SOUND MIND, SOUND BODY” PHILOSOPHY, EXPLORING THE RELATIONSHIP BETWEEN MOVEMENT, MINDSET, AND PROGRESS. THE WORK REFLECTS ON THE IDEA THAT THE ACT OF BEING ON THE JOURNEY CAN BE JUST AS MEANINGFUL AS REACHING THE DESTINATION, CAPTURING THE MENTAL CLARITY AND PHYSICAL RHYTHM THAT COME WITH RUNNING.

THROUGH A SERIES OF THOUGHTFUL VISUALS AND STORYTELLING, THE PROJECT EXAMINES THE CONNECTION BETWEEN BODY AND MIND IN MOTION. BY FOCUSING ON MOMENTS OF TRANSITION, PACE, AND REFLECTION, THE IMAGERY TRANSLATES THE PHILOSOPHY INTO A CONTEMPORARY NARRATIVE THAT HIGHLIGHTS RUNNING NOT ONLY AS A PHYSICAL PURSUIT, BUT AS A PRACTICE OF BALANCE, FOCUS, AND FORWARD MOMENTUM.

SCOPE

• CONCEPT DEVELOPMENT
• CREATIVE DIRECTION
• GRAPHIC DESIGN
• IMAGE TREATMENT

LOCATION