Asics Film, Digital "Want It More": Answer The Critics by Infinity Squared

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"Want It More": Answer The Critics

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile
Market Australia
Agency Infinity Squared
Director Melvin J. Montalban
Creative Infinity Squared
Released May 2017

Credits & Description

Asics' global Want it More positioning has been brought to life in a new campaign via Infinity Squared, continuing their partnership with The Wallabies and ARU. Inspired by opinion pieces on star fullback Israel Folau coming into the 2017 season, the film focuses on his approach to drawing motivation from the press. As media attention increases around Folau's form, so does his determination to answer the critics - the very embodiment of Want it More.
The spot, including the short form teaser, directed by Melvin J Montalban, was shot specifically to highlight the individual endeavour each player goes through. Every Wallabies player will experience his own personal commentary and criticism to consider, and as human beings, it's how we respond to this commentary that matters the most. The campaign is supported with a suite of assets, including a full digital, social, print and POS rollout.
Media: Web Film
Category: Sportswear
Client: Asics Oceania
Agency: Infinity Squared
Production: Infinity Squared
Country: Australia
Director: Melvin J. Montalban
Creative: Infinity Squared
Producer: Morgan Benson-Taylor
Executive Producer: Dave Jansen
DoP: Kieran Fowler
Sound Design: Sonar Sound
Post production: Matt Fezz
Editor: Brad Hurt
Photographer: Zakarij Kaczmarek
Production Designer: Ella Carey
Music: Sam Cooke
Colourist: Matt Fezz
Project Director: ​Sarah Reynolds
Project Manager: ​Callam Hanks