Infinity Squared director Melvin J. Montalban shoots new ‘Want It More’ campaign for Asics

Asics has continues its partnership with the Australian Cricket Team and Cricket Australia, this time shining a light on both the established and emerging stars of the game as a localisation of the global “Want It More” positioning.

There’s no other game quite like cricket. It’s a team sport but also a game which places individual player performance under such scrutiny and pressure to perform time and time again. Dealing with this pressure requires a huge amount of personal sacrifice by the players.

The series of spots, directed by Melvin J. Montalban, shine a light on how players sacrifice those things we take for granted as Australians, all in pursuit of Wanting it More: Nights out with mates, BBQs and quality time with family and friends.

VIEW THE 60″ SPOT

VIEW THE 30″ SPOT

Featuring David Warner, Holly Ferling and paceman Mitchell Starc, the extended campaign also explores the technical approach the players employ for their training.

Client: ASICS Oceana

Photographer/ Stills: Zakarij Kaczmarek