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.
Team
Client: @asics
Talent: Yuki Kawamura
Prod Co/Agency: @daytrip.pro
Executive Producer: @Anthonyjonmartinez @Lazy_Sherpa
Producer: @Cozwolski
Global Marketing Asics: @daisukek_24
Director: @Ryosuketanzawa
Creative Directors: @bucci.bucci & @Buyanovsky
Director Of Photography: @franklinspov
JP Shooter: @mkoziel
Photographer: @Cameronstrand
Production Coordinator: @Chantaaytay
1st Ad: @Petermaestrey
Sports Tech: @Bigthird
Digital Tech: @Danielscruggsphotography
1st Ac: @Mattewsdinelson
2nd Ac: @Klausdenkler
Best Boy Electric: @Andaller10
Bts Shooter: @Nickdorse
Stylist: @Taishasuero
Set Designer: @Jameslear
