ASICS

Photographer: Vincent Dixon

ASICS is known for its high-quality, performance-driven products, which incorporate innovative technology and design to help athletes achieve their best. Recently they launched a new season of thermal activewear. They approached us at Gavin Schneider Productions to shoot their Asics Global Campaign.

Services

• Obtaining City Permits
• Set design
• Equipment Hire
• Model sourcing and casting

The Brief

To highlight the technical capabilities of the clothing, the brand needed a technical shoot that would effectively convey the clothing’s features. The challenge was to create an environment that would simulate extreme weather conditions in Cape Town, South Africa.

The Solution

To accomplish this, GSP brought in high-powered lighting, flashes, generators, and bowser trucks. They commissioned a special effects company to create a dark, stormy night’s battle against the elements in Civic Square, located in the city center of Cape Town. The objective was to transform a mild Cape Town summer evening into a stormy, sleeting, and snowy environment.

Securing permits from the city council was crucial in obtaining the chosen locations for the shoot. The production team cordoned off areas to ensure a spacious and unrestricted space, free from public walking and vehicles. They utilized specific buildings as backdrops, allowing them to create the desired atmosphere that could represent various locations worldwide.

The resulting photographs and videos became essential elements of Asics’ marketing campaigns, effectively showcasing the technical capabilities of their clothing in extreme weather conditions.

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