AW23 NAGINO
Collection
The NAGINO™ Collection is designed for women by women. Every item in this collection is designed to inspire her to achieve calm through mindful movement. Functional design, versatile style and comfortable feeling fabric enables her to prioritize movement and take on life one challenge at a time.
Services
Art Direction
Graphic Design
Client
ASICS
Associate Creative Director
Sarah Malinconico
Copy
Amna Rahman
The Solve:
Working with a copywriter, we created visual and story guidelines for the Autumn/Winter 2023 NAGINO™ Collection campaign. Our aim: show the collection empowers women to exercise freely and confidently by removing distractions, barriers, and fears. We also sought to boost awareness and conversion for ASICS women’s. Creative was aligned with the Sound Mind, Sound Body promise, the Nothing Feels Better seasonal platform, and 2023 creative guidelines.
The result: a focused campaign that showcases the NAGINO™ Collection’s quality and functionality while connecting with women pursuing fitness with comfort and confidence.
Moodboard
The visual moodboard for the campaign features a stunning collection of athletes, exuding an aspirational aura that inspires viewers to push their limits. It celebrates diversity by showcasing athletes with various body types, fostering a sense of inclusivity and empowering individuals of all backgrounds.
Video Concept
We portray women intentionally prioritizing moments for themselves, making the most of each pause. The video acknowledges their hectic days while showing how the NAGINO™ Collection helps them reset and find solace. We follow their journey to tranquility and rejuvenation as they return renewed and ready to begin again
Digital Toolkit
We developed a global digital toolkit for ASICS with the same team that created the concept direction. The collaborative effort produced a comprehensive set of assets, including e-commerce homepage banners and email templates. It also includes paid and organic social assets for platforms like Instagram and TikTok. These social assets span reels, stories, and striking feed posts to engage our target audience.
