Art, Dance, and Music Capture the Essence of Movement

Via its latest campaign, signed by Wheelhouse Labs, sports equipment manufacturer ASICS shows consumers how good it feels to “Always be in Motion,” inviting them to explore the power of movement through various forms of art. The initiative, which also marks the news that the full-service integrated marketing and creative lab is the new creative and entertainment marketing (AOR) for ASICS SportStyle, was brought to life to educate and, most importantly, increase engagement across channels via content creation and tapping into different creatives’ know-how to define movement.

Directed by Jordan Bahat of Golden LA, the video ad spotlights the ASICS SportStyle brand story, introducing the audiences to a hypnotic experience that’s all about vision and motion. The one-and-a-half-minute-long video guides viewers through this mesmerizing adventure, which is made of three sections to suggest the SportStyle core values: Timeless Legacy, Relentless Innovation, and Intrinsic Positivity.

To introduce the SportStyle beliefs properly and to narrate the new story in an outstanding way, the creative team tapped into music, dance, and digital art, all courtesy of Majid Jordan, Ian Eastwood, and Bambi respectively. The director sought to design a space that would isolate the artists’ work almost exclusively and, with the help of production designer Liam Moore, the crew built a stage where the artists could perform their acts.

Each of these talented people was responsible for creating their respective segment, then met to carry on everything on the day of the shoot. The team at Golden LA was then given the task to polish the footage. Speaking about the initiative, Bahat explained: “I was really excited by the experimental idea of different artists inspiring and affecting one another’s work across disciplines. Of a dancer realizing their skillset might motivate the musical approach; or a composer writing music knowing it will be translated into light by a digital artist. In an odd way, it was like four people using the Ouija board together.”

Commenting on the collaboration with Bahat, Joe Saroufim, Head of Creative at Wheelhouse Labs, says: “With only a few days together to prepare, we needed someone with a rich background in music videos who would be precise in how they explored the idea of movement within the piece. Jordan had a unique vision for bringing all the moving pieces together.”

Speaking about merging different forms of art to define the ASICS SportStyle, the mastermind behind this remarkable show, Bahat, describes the process as being something “Similar to designing a piece of theater, where every tool is available to you… It’s a perfect metaphor for a brand that is always evolving, innovating, and creating.”

The video showcases the choreographer Ian Eastwood dancing on Majid Jordan’s R&B-driven composition. While moving dynamically on the music, three walls, onto which Bambi’s art is projected, frame the dancer. Each of these players synchronizes perfectly with each other revealing, in the end, a flowing picture that showcases the beauty and essence of movement.