Asics
360 campaign featuring Japanese basketball star Yuki Kawamura.

To celebrate the rise of their flagship basketball signee Yuki Kawamura, Asics wanted to create a 360 campaign ahead of Yuki’s sophomore season in the NBA.

We tapped into the duality at the heart of Yuki's story. On one hand, he's living his dream — backed by years of support from his father and family who instilled in him the skills to become an elite player. On the other, he faces constant doubt: about basketball in the country he represents, his height, his ability, his longevity in the league. And through it all, he's thousands of miles from home.

We captured this tension in a single day of shooting in Memphis, creating both the campaign film and hero photography of his signature Asics shoe.