#WhatTheGel is the motto of this first ever global brand campaign for ASICSTIGER.
We celebrate a world of substance, from the creative brain behind the artist to the unmatched GEL technology behind the sneakers.
We partnered with London based producer and DJ Last Japan, French-Algerian hip hop artist ta-Ra and Moscow based stylist Ildar Iksanov.
Don't believe the hype, make your own rules and stand for what you believe in (with the right shoes on your feet).
What are you made of?
Client
ASICSTIGER Global
Chief Creative Officer: Leila El-Kayem
Creative Director: Gustavo Vieira-Dias, Darren Cronje
Art Director: Sarah Hegyesy, Max Pirsky, Charlon de Graav
Copywriters: Tim Cook, Lucy Dale
Director & Photography: Robert Wunsch
Brand Manager: Marcus Ludwig
DOP: Lukasz Pruchnik (ModestDept)
Edit: Gerrit Piechowski (ModestDept)
Executive Producer: Johannes Lehmann (ModestDept)
Date
March 2018