ASICS
As art director, I ran always-on communication for three brands in Brazil: ASICS, ASICS Tiger, and Onitsuka Tiger. Product launches, sponsored athletes, retail moments, and e-commerce, across social and out of home.
Role
Art Director
Agency
MSL
Region
Latin America
Year
2017–2018
Global platform, local reading
From HQ
I Move Me was ASICS's global institutional campaign.
What I changed
In Brazil it had to land through real running communities, so the work started with them and not with the toolkit.
I worked the platform at three levels: producing pieces from the global system, adapting campaigns that already ran elsewhere, and creating activations that only made sense here.
Three brands, three audiences
Onitsuka Tiger sits in fashion, ASICS Tiger in sneaker culture, ASICS in performance. Three audiences, three tones, one house.
The platform already worked somewhere else
My job was to make it work here, through the communities, the calendar and the culture that were already on the street.