STOP AT NEVER
Coinciding with the New York City Marathon, we introduced a new campaign with the tagline/thought "Stop At Never". A somewhat abstract thought that, when realizing that their primary consumer base are runners, starts to make sense. Running requires constant motivation, mostly from your inner self. More than a sport or hobby, running is a lifestyle that has no finish line.
We also introduced the "Stop At Never" website that featured a number of different product demo videos. Asics offers dozens of different shoes that are meant to accent your strengths and eliminate weaknesses. Be it breathability in your shoe or cushioning that increases mobility, we did interesting product tests to demonstrate the different features and attributes of a number of different shoes.
(Work performed while under contract at Vitro in San Diego.)