The brief was set to do a non-generic sport ad for Asics. I thought of the brand and how they could distinguish themselves from other sport brands. As a Japanese brand, I thought they could utilise their location to their advantage. For many, Japan is associated with technology and none more so than the Bullet Train which epitomises long-distance comfort and speed. As this is unique to Japan, the trainers could be in the shape of the train.


I thought of times when going that bit further would mean a lot. Crossing a border can mean a lot to someone. Whether it’s a physical border or a mental border we put upon ourself, the hurdle of getting over could mean a whole new life filled with opportunities. I thought of the longest and most poignant border and that was the US/Mexico border.