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 Australian Rugby Union (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.
Client: Asics Oceania
General manager of marketing: Sam Chew
Sports marketing manager: Simone Bushnell
Creative: Infinity Squared
Production: Infinity Squared
Director: Melvin J. Montalban
Producer: Morgan Benson-Taylor
DOP: Kieran Fowler
Production designer: Ella Carey
Editor: Brad Hurt
Colourist: Matt Fezz
Sound design and post-production: Sonar Sound
Music composition: Sam Cooke
Post-production: Matt Fezz
EP: Dave Jansen
Project director: Sarah Reynolds
Project manager: Callam Hanks
Photographer/stills: Zakarij Kaczmarek