UPTHERE - ASICS GEL KAYANO 20
SCOPE
CONCEPT DEVELOPMENT
SCRIPT & STORYBOARDING
ART DIRECTION
PRODUCTION MANAGEMENT
VIDEO PRODUCTION
POST-PRODUCTION
COLOUR GRADING
SOUND MIXING
Einwick were approached by UpThere Store to conceptualise and create a tailored suite of videos and images for the relaunch of the ASICS GEL-KAYANO 20. UpThere wanted a playful and humorous video that would showcase the shoe's urban streetwear aesthetic. Einwick pitched a number of concepts before landing on the idea of a family owned, Western Sydney style autobody shop as a fresh way to feature the product.
After drafting the script and finding a suitable location, Einwick facilitated an end-to-end production pipeline, covering storyboarding and art direction through to production planning, editing, colour grading, and sound design. Einwick delivered a final hero film, alongside numerous social outputs and product images.
Playing on the shoe's rarity, Einwick told a story centred on the arrogance of youth versus the wisdom of age.
