ASICS is a global athletic brand steeped in the ethos of a ‘Sound Mind, Sound Body’. Leading Global Copy, my team drives the concept, creation and execution of global asset toolkits, campaign concepting and more with international partners from colleagues in Japan and the Netherlands to agencies in Australia and the UK.
Role: Concept creation, storyboard scripting and voiceover script, agency video review, digital content oversight and proofreading.
For this season, we reversed the build of the individual stories to a larger community—the video story going in reverse and seeing each woman's unique perspective, her voice, her potential. We see how a woman can go from being inspired to being an inspiration to those around her.
Over 1.3 million Youtube views to date.
ACD Design Partner: Sarah Malinconico
Agency: Chisel
Role: Campaign video script creation, content strategy oversight, digital copy oversight, athlete interviews, behind the scene interviews, agency video review
Stability never felt like this. Neither did a shoe launch campaign. Conveying all of that was no small feat. Epically proud of this product launch shot in Hawaii.
The campaign video has received over 1.3 million views on Youtube to date.
ACD Design Partner: Sarah Malinconico
Agency: MXR
Role: Agency script editing & review, athlete interviews, reviews & scripts, digital copy oversight and proofreading
The road to success for runners takes many forms—science, design and technology.
Set in the City of Lights, the journey of performance is conveyed against a compelling compilation of images.
From here to there. From better to best.
Role: Copy oversight, copy ideation, reviews, agency review
SportStyle is a unique category for ASICS—rich with creative collaborators, artistic influence and a serious hankering for retro athletic design.
Infused with a blend of 90s DNA and OG handball design influence, this iconic SportStyle sneaker brings retro athletic influences to every move. Transforming your day from subtle to striking.
Role: Content strategy oversight, digital copy oversight, athlete interviews, agency video/concept review
Named after the iconic Noosa Triathlon in Australia, I led the copy and concept creation for this campaign, thrilled to be able to add authenticity to this campaign with my own triathlon background featuring 9-time winner Ashleigh Gentle.