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ASICS
Jyuni Aiiro

JYUNI is a unique spelling of the number 12 in Japanese, standing for movement of time and the constraints that are embedded within. In a time when stratospheric progress is being made with our understanding of gender, the fluid JYUNI AIIRO collection represents a monumntal milestone for ASICS. For the campaign, we looked to the morning light and its rich indigo hue, AIIRO meaning indigo in Japanese after all. Two fluid models wake up and patrol their Blade Runner-inspired morning, weaving between each other in a way that perfectly encapsulates the notion of what gender is in 2017.

Credits

  • Client: Onitsuka Tiger
  • Managing Director: Sophie Mayer
  • Executive Creative Director: Leila El-Kayem
  • Creative Director: Gustavo Vieira Dias
  • Art Director: Monika Eckey
  • Copywriter: Tim Cook
  • Business Strategy Director: Delia Ferreira
  • Media Director: Dan Ball
  • Business Strategist: Thomas Eon
  • Executive Producer: Chris Seegel
  • Creative Producer: Alexa El-Kayem
  • DOP: André Grabinski
  • Director's Cut
  • Production Company: The Adventures Of
  • Photographer: Cathleen Wolf
  • Launch: October 1st 2017