Case Study: ASICS Light Show
When performance meets spectacle.
When performance meets spectacle.
The ASICS Light Show range is built for visibility. Reflectivity. Safety. Performance—seen. Our job was to turn that utility into something unforgettable. So we did what the product asked us to do: we put on a show.
Shot entirely in a controlled studio environment, the ASICS Light Show campaign transformed a standard running track into a kinetic stage—lit not by stadium lights, but by a choreographed laser system programmed to react to the athlete in motion. The result was pure theatre: arcs of light slicing through the dark, catching the shoes mid-stride, illuminating the sole-mounted reflectivity system in crisp detail.
The hero runner moved through a stylised world—outlined by lasers, outlined by motion. We used a glass platform to capture never-before-seen angles: from underneath the footstrike, through the midsole, up into the light. The product was always the protagonist—but the lasers were the co-stars.
Visually, the campaign leaned into futurism—black voids, radiant geometry, and hyper-crisp product cinematography. From a production standpoint, it was a feat of technical choreography: each laser pass was programmed with sub-millimetre precision, down to the camera’s virtual lens position. Or so we were told… until one bump sent a beam straight into the sensor, frying a chip and forcing a frantic hunt for a replacement camera. (Yes, we were insured.)
The creative was designed for multi-channel application—digital video, in-store screens, social, and retail merchandising loops—ensuring that even at rest, the campaign moved. It brought energy and high-performance aesthetic to a product that, for many consumers, is a nighttime essential.
From a behavioural science perspective, Light Show used salience bias (bright objects attract attention), embodied anticipation (visualising the motion of the runner before we even see the stride), and reward cues (lighting as a payoff) to build product desirability. We weren’t just showing the shoe—we were signalling how it would make you seen.
Results:
28% lift in ASICS Light Show product sales during campaign period
3.2M views across paid, in-store, and digital assets
Highest visual engagement scores in campaign testing for the season
Significant boost in brand perception of ASICS as “innovative” and “performance-driven”
Featured in rebel’s top five most impactful product demo films of the year
Why it worked:
Because it didn’t just highlight the product. It performed it. The ASICS Light Show campaign turned functionality into art, and visibility into something you couldn’t look away from—even if, just once, we really wish the lasers had.