Wallabies player Israel Folau ‘answers the critics’ in new campaign for ASICS via Infinity Squared

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Screen Shot 2017-05-09 at 8.52.05 am.jpgASICS’ global Want it More positioning has been brought to life in a new campaign via Infinity Squared, continuing its partnership with The Wallabies and ARU.

Inspired by opinion pieces on star fullback Israel Folau coming into the 2017 season, the film focuses on his approach to drawing motivation from the press. As media attention increases around Folau’s form, so does his determination to answer the critics — the very embodiment of Want it More.

Screen Shot 2017-05-09 at 8.52.11 am.jpgThe spot, including the short form teaser, directed by Melvin J Montalban, was shot specifically to highlight the individual endeavour each player goes through. EveryScreen Shot 2017-05-09 at 8.52.19 am.jpg Wallabies player will experience his own personal commentary and criticism to consider, and as human beings, it’s how we respond to this commentary that matters the most.

The campaign is supported with a suite of assets, including aScreen Shot 2017-05-09 at 8.52.26 am.jpg full digital, social, print and POS rollout.

Client: ASICS Oceania

General Manager Marketing: Sam Chew

Sports Marketing Manager: Simone BushnellScreen Shot 2017-05-09 at 8.52.36 am.jpg

Creative: Infinity Squared

Production: Infinity Squared

Director: Melvin J. Montalban

Producer: Morgan Benson-Taylor

DOP : Kieran FowlerScreen Shot 2017-05-09 at 8.52.43 am.jpg

Production Designer: Ella Carey

Editor: Brad Hurt

Colourist: Matt Fezz

Sound Design & Post Production: Sonar Sound

Music Composition: Sam Cooke

Post Production: Matt Fezz

EP: Dave Jansen

Project Director: Sarah Reynolds

Project Manager: Callam Hanks

Photographer/ Stills: Zakarij Kaczmarek