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Highlights
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BRAND: Asics
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CAMPAIGN: 'Gel Runs Deep'
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AWARDS: International Photography Award for best Digitally Enhanced Image, multiple Clio Awards
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PRODUCT: Gel Quantum 360
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DELIVERABLES: Branded character development, CGI & Animation, Still and Motion Graphics
Objective
The goal was to create a visually compelling and memorable branded character for Asics’ ‘Gel Runs Deep’ campaign, which would serve as the focal point for launching the Gel Quantum 360 in the US market. The character needed to embody the innovative features of the Gel Quantum 360, particularly its 360° gel sole, while also appealing to both performance-focused athletes and style-conscious consumers.
Process
Concepts
Our creative journey began with the concept of merging the fluid, dynamic movements of a jellyfish with the cutting-edge design of Asics’ Gel Quantum 360. The ‘Gellyfish’ character was born—a hybrid of a jellyfish and a sports shoe, designed to be both visually striking and functionally representative of the product’s unique technology.
To bring the ‘Gellyfish’ to life, we employed a meticulous process that included:
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Bespoke Choreography
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Tailored Tentacle Movements
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Advanced Illumination and Particle Systems
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Consistent Creative Direction
We meticulously choreographed the jellyfish’s graceful, fluid movements and animated its tentacles to create a lifelike and mesmerizing effect in both stills and videos. Using advanced illumination and particle systems, we added an ethereal glow and dynamic environment, enhancing the ‘Gellyfish’s’ otherworldly appearance. Throughout the project, we ensured a consistent creative vision, maintaining uniformity in the character’s design and motion across all formats.
Designing a hybrid of a jellyfish and an innovative sports shoe, with a full 360 gel sole, that is not only believable but both beautiful and eye-catching, required a wide range of skills, from laser scanning the prototype shoe to organic sculpting and procedural simulation of the tentacle movements. The resulting stills and animation were the culmination of balletic choreography of jellyfish moevments, bespoke illumination and particle systems and a consistent creative direction across all deliverables.
Results
The 'Gellyfish'
The ‘Gellyfish’ character not only captivated audiences with its stunning visuals but also successfully communicated the innovative spirit of the Gel Quantum 360. The campaign was a resounding success, driving strong sales and earning widespread acclaim in the advertising industry.
The project garnered multiple awards, including the prestigious International Photography Award for best Digitally Enhanced Image and several Clio Awards. According to Max Vitro, Account Supervisor at Vitro Agency, “We were happy (no surprise) and the client was ecstatic. With the sales results to back it up, this was a winner. Pro excited for what’s to come.”
Creating branded characters like the ‘Gellyfish’ represents one of Saddington Baynes’ most rewarding and inspiring types of project work, showcasing our ability to blend creativity, technology, and strategic vision to deliver outstanding results for our clients.
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