Asics Social Campaign (pitch)

This was a pitch that I had worked on with the PR team in the agency. I was the lead creative for this, and it was especially fun since it required me to approach it with a local lens.

01

Client: Asics

Agency: Ogilvy Singapore

Brief: To bring to life Asics's I Move Me platform in Singapore

Insight: Singapore provides local athletes with world-class infrastructure, but still, athletes often fall short of excelling on an international level due to mental hurdles

Campaign: Run Your Show

Credits: Concept/Design/Art Direction: Tan Zi Qian | Copy: Cheryl Teo | Storyboard: Cheryl

25-second TVC

For a country as firmly rooted in pragmatism as Singapore, being a professional athlete isn't always seen as the ideal job, and the show of disapproval from those around you can get into your psyche. In this video, I imagine how this could manifest itself into a world of self-doubt.

Instagram stories

The core concept of perceived self-doubt and conquering it can be translated in various social media formats. In this case, I tried to play with the medium itself to create engaging content: as the progression bar moves, it swipes the screen to reveal a surprise.

Instagram stories

The core concept of perceived self-doubt and conquering it can be translated in various social media formats. In this case, I tried to play with the medium itself to create engaging content: as the progression bar moves, it swipes the screen to reveal a surprise.

02

Client: Asics Tiger

Agency: Ogilvy Singapore

Brief: To strengthen its presence in the region amongst other streetwear brands

Insight: There is an inherent duality in the brand: shaped by the demands of performance, inspired by the streets – much like every one of us.

Campaign: Embrace your duality

Credits: Concept/Design/Art Direction/Copy: Tan Zi Qian

Key Visual Instagram Stories

This was a case of the medium being the message. In coming up with a key visual, it made sense to express the duality of one person using 2 separate mediums: photography and illustration. I also tried to infuse traces of Japanese pop culture as a reference to Asics Tiger's heritage.