Asics GEL-saga
A re-release has never looked so good.
A 90s classic, a team of sneakerheads, countless anime references, a long forgotten VHS, a 7ft in-store robot, limited edition packaging, a blueprint in the basement, the iconic GEL-saga.
Through the flurry of VHS static, a lone man is revealed venturing into the stock room of a Soho store. The basement is cavernous and what he finds there is beyond his wildest dreams. Meet the ASICS Tiger transformer, the result of a dream-like journey into mecha anime by the studio team.
"The Art&Graft team understood the brief from the start, bringing our vision for the ASICS GEL-Saga Anime collaboration to life in an amazing way! They provided multiple great options and created a film that we still love to this day. They even made it easy for us to turn the character design into physical versions. We're thrilled with their work!"
Sam Hogkinson, Marketing & PR Manager at FootPatrol
Sam Hogkinson, Marketing & PR Manager at FootPatrol
Art&Graft were approached by FootPatrol and Asics to imagine the campaign for their limited edition launch of the Asics GEL-Saga, a re-release of the classic shoe from 1991. Powered by 90s nostalgia and a retro-robot mania, the campaign had sneakerheads queuing round the block.
"Asics and FootPatrol approached us jointly on this one and it was totally collaborative from the get-go. We desperately needed all their sneakerhead expertise on this one - the whole film is totally indebted to obscure references to 90s trainers and legendary brand campaigns of years past. It was a real insight into the depths and details of a sub-culture and the team here did an incredible job to translate that all into the film. "
Tom Bromwich, Head of Production at Art&Graft
VISUAL DEVELOPMENT
The campaign tapped into both anime and sneakerhead subcultures and so the references needed to be right on point. The team extensively researched early 90s anime and various robot forms to create an authenticity that made the film seem as it had been dug out of the archives. That requires intense iteration and exploration of design too, with many robot prototypes discarded before the final metallic hero emerged.
Credits
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