Asics Gel-Kayano 5 360
Asics built the Gel-Kayano 5.360 by grafting two decades of running technology onto one shoe: the upper from the original 1998 Gel-Kayano 5, stitched onto the individually gelled sole pods of the modern Gel-Quantum 360. Asphaltgold asked us to launch it the way the shoe itself works, not as a retro reissue but as two eras colliding on purpose.
So we built the shoe a city to match: a floating pastel world of pagodas, mirrored corridors and spinning mechanisms, where mesh becomes woven architecture and the outsole becomes a machine you can watch think. Every material in the film does the same job the shoe does, holding an old idea and a new one in the same object without letting either one win.
The film moves the way the sole does: soft, precise, cushioned at every landing. Nineties upper, current tech, and a campaign built entirely from the shoe's own logic rather than nostalgia.
- Client
- Asphaltgold
- Year
- 2019
- Discipline
- Art & Design Direction
- Services
- CGI
- Art & Design Direction
- Motion
- Branding