Gravity Meets it's Archenemy in ASICS 'Levitation' Ad

A cool 72 square foot shoe was built to demonstrate the anti-gravity possibilities of Japanese athletic apparel company ASICS and their new ultra-lightweight GEL-Blur33 line of footwear. The clever spot pulled off a pretty ingenious and original floating shoe effect and even more impressive is they did it without the use of any CG technology or special effects.  Like watching art in progress, it is nice to see an advertisement that does not rely too heavily on technology, but more on the creative ingenuity of the human mind.

Executive Creative Director: John Vitro
Creative Director: KT Thayer
Art Director: Kevin Lukens
Art Director: David Reyes
Art Director: Ali Filsoof
Copy Writer: Schuyler Vanden Bergh
Account Supervisor: Danielle Chalin
Group Account Director: Michael Catanzaro
Agency Producer: Mickey Strider
Director: Alex Ogus
Production/Editing: TWC
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