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Ground Control partnered with ASICS to bring the ‘Sunrise’ campaign to life, crafting a series of evocative short films that embody the brand’s ethos: “Move your mind at sunrise.” Through a blend of cinematic visuals and authentic storytelling, the films delve into the personal journeys of athletes like Yoshihide Kiryu, Henri Schoeman, and Noelle Roorda. Each narrative captures the raw intensity of early-morning training sessions, set against the serene backdrop of dawn, culminating in moments of reflection that highlight the transformative power of movement. This project seamlessly combines grand aesthetic shots with the gritty realism of daily training, offering viewers an immersive insight into the athletes’ experiences and the profound impact of starting the day with purposeful motion.
Asics Sunrise: We want to put the viewers in the heart of the exercise, giving the audience an authentic insight into the athlete’s experience and journey. We’ll be using a combination of wide cinematic shots, action shots and raw sports footage. This will create a film that blends both grand aesthetic shots and the gritty realism of daily training seamlessly. We open on a close-up of the athlete looking at the camera. They are in the last minute of their exercise and are breathing heavy and sweating, pushing themselves for the final minute. It is this self-motivation, this repeated effort which allows them to excel in their chosen fields. We cut to the athlete warming up, getting ready to beginning their training. The athlete takes a deep breath and then starts their exercise.
We then follow the athlete doing their sport, with the warm glow of the low sunrise as the backdrop. The footage we capture is raw and authentic. Pounding the track, they run, jump and throw. The film ends on the athlete’s positive change moment (post-sport) as they gaze at the glorious sunrise spreading across the pale sky from their favourite spot.Then the athletes speak, addressing the camera directly and engaging with the audience: “This is an invitation to move your mind at sunrise.” View our animated/live action Asics campaign by clicking here
