ASICS: Move Together Anthem Video

Proof of Concept That Won the Business.

At UEG we were pitching for the ASICS North America account during a critical brand evolution. ASICS needed to connect with a new generation while honoring their founding philosophy: "A Sound Mind in a Sound Body." We had to prove we could translate this 70-year-old Japanese brand's values into culturally relevant work for North American audiences.

We created an in-house proof of concept video titled "Move Together Anthem" that captured the emotional connection between movement, community, and self-expression. The piece showcased diverse movers united by the transformative power of sport—positioning movement as mental, emotional, and cultural, not just physical.

Working with a lean team, as ECD I handled creative direction, writing, and edit oversight to deliver a polished piece that blended ASICS' heritage with contemporary storytelling.

The proof of concept helped secure the ASICS North America business, leading to their fully integrated "I MOVE ME" campaign—ASICS' most significant marketing effort in two decades.

Role: Creative Direction, Cinematography, Edit Oversight

Team Credits:
Client - ASICS North Americas Group
Creative Direction & Concept - Subodh Samudre
Writers - Peter Moore Smith, Subodh Samudre
Editorial & Post - Greenpoint Pictures