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Posts Tagged ‘Michael Catanzaro’

Vitro Should Win Some Sort of Science Fair with Asics Project

The folks behind MDC shop Vitro swear to us that no CGI was involved in the making of this clip for Asics, which was inspired by the brand’s lightweight GEL-Blur 33. Instead, the agency solicited the input of a real-life rocket scientist and used 3,000 ping pong balls, two industrial air compressors, 24 air valves, and nearly 800 separate guide lines to create a 72 square-foot shoe that hovers two feet above the ground.

Like a Mr. Wizard episode gone mad, the centerpiece of Vitro’s new Asics campaign is a welcome change from the wet, “shedding” approach the agency has opted for in recent spots for the shoe brand. Credits after the jump…

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Vitro Continues ‘Shedding’ Approach for Asics

If it ain’t broke, don’t fix it. At least that’s what we gather is Vitro’s thinking behind its latest campaign for Asics, which is pretty much identical in style to the “Sound Mind, Sound Body” spot the San Diego-based agency created for the shoe brand almost a year ago. Well, at least the title’s different in this campaign, which is dubbed “Sport Releases More Than Just Sweat.” Whatever the similarities, it appears that the MDC-owned shop’s efforts are paying off for Asics, which claims to be the number two running shoe brand in the U.S. behind Nike. Broadcast credits and select “Sweat” print ads after the jump.

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