Rugby Star Israel Folau Answers The Critics In Asics’ New Work Via Infinity Squared

Rugby Star Israel Folau Answers The Critics In Asics’ New Work Via Infinity Squared

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


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