MPC Creative Portrays Birth of an ASICS Trainer in ‘Born of Gel’ Campaign

This week sees the launch of the new GEL-QUANTUM 360 CM campaign for ASICS, created by 180 Amsterdam and MPC Creative.

A product of ASICS's world famous Institute of Sport Science, the GEL-QUANTUM 360 CM is the latest version of the revered QUANTUM shoe. The new high performance shoe provides athletes with 360 degrees of ASICS’ award-winning GEL Cushioning, giving them superior shock attenuation and durability.

The film and static images were conceived by 180 Amsterdam and directed by John Sunter through MPC Creative. The content piece is an elegantly designed concept film, using world class CG and VFX, to graphically portray the shoe’s conception and birth, heralding the creation of the product.  Sharp, photo-real detail shows how the product germinates organically to form the unique structure and technological components of the GEL-QUANTUM 360. 

Al Moseley, President and CCO, 180 Amsterdam, comments: ''The new GEL-QUANTUM 360 CM is a technological and design masterpiece - and this Born Of Gel campaign brings this process to life in a brilliantly arresting way.”

The campaign will run across 20 markets from July.