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16 October 2020

Mind and Body

by Syd Briscoe

Asics: “I Move Me” - 60s

This nifty piece of work for Asics emphasises the importance of mind over matter. Nimbly shot by director Fabio Jansen, the film offers an insight into the mental and physical fortitude it takes to keep moving even when one's resources are all but depleted.

While the long-running campaign's plans for a global virtual marathon throughout 2020 were, er, somewhat scuppered by current events, it's clear from this punchy commercial that it's going to take more than a pandemic to keep these committed athletes down.

Kinetic visuals and moody lighting are complemented by a dynamic soundtrack, which is enough to increase even the most committed couch potato's heart rate. Just the kind of energy we need to get us through to 2021, even if we end up crossing the finish line with a limp.

Director: Jansen Ⓦ (Bang TV Ⓟ Ⓦ)
Cinematographer: Garrett Hardy Davis
Voiceover: Deena Kastor

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