How do you launch ASICS’ fastest trail running shoe — without losing sight of its core belief that movement fuels the mind? As creative director, I led the digital strategy for the FUJITRAIL™ campaign, shaping a narrative that balanced high-performance innovation with ASICS’ brand ethos: Sound Mind, Sound Body.
The campaign centered around the METAFUJI™, developed in collaboration with elite trail runner Andreu Simon, and connected speed, endurance and the raw beauty of running in nature to a deeper sense of mental clarity and flow.
