纪凌尘 | Neocha – Creative Agency

We created a campaign for ASICSTIGER bringing alive the concept of “Make The Invisible, Visible” (要你显型). The concept focuses on the brand’s seasonal hero product GEL-Lyte V Sanze’s new “visible GEL technology” (featured on the outside of the shoe in a tangible way for the first time in 30 years of the technology’s history).

The campaign storytelling conveys a sense of discovery and exploration required in all that we do in order to uncover what is usually not initially apparent; to go beyond just scratching the surface to “Make The Invisible, Visible” and reveal to yourself unlimited possibilities.

For the campaign kick-off, we created a brand film and key visuals featuring celebrity actor and style-maven Ji Lingchen (纪凌尘), as well as a KOL seeding pack shared with key brand collaborators and ambassadors throughout the region.

The campaign was carried online, OOH, and in-stores throughout Greater China.

我们为ASICSTIGER构思了一整套以“要你显型”为主题概念的创意内容，以生动形象的方式将“要你显型”诠释出来。此创意概念聚焦于其明星产品GEL-Lyte V Sanze的全新“GEL可见技术”（这是GEL“凝胶”技术诞生以来首次被直接呈现于鞋跟的外观设计中）。

通过讲故事的手法希望传达给人们一种无论做什么事都应抱有一种“发现与探索”的精神，去探寻那些被隐藏在表象之下的事物，而不仅仅只是停留在事物的表面，让隐藏“显型”，为自己打开无限可能。

为迎合该主题活动的上线，我们与艺人兼时尚界新星纪凌尘合作，创作了一支品牌形象短片及其主视觉。除此之外，我们也为品牌设计并制作一套限量版礼盒包装，以此来与品牌爱好者及KOL分享。

有关该主题的所有相关创意内容被广泛应用于品牌大中华区的线上，户外及店铺内。