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

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 


The Eternal Critic said:

I like it. Powerful.

Distracted said:

Was Trying To Take In The TVC But I Got Distracted By The Incorrect Title Case In The Newspaper Headlines.

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