The ASICS Superblast 3 campaign brings together CGI, 3D animation, motion design and visual effects to turn the shoe’s energy and bounce into something audiences can see and feel. Created by Wonder Vision, the global campaign centred on a 30-second hero film, supported by teaser content and social cut-downs designed for multiple formats and markets. From the heat-map inspired design language to the geometric construction of the midsole, every visual element was developed to communicate the technology and performance behind the latest Superblast.
In this behind-the-scenes interview, James Elderton, Co-Founder and MD of Wonder Vision, takes us through the creative process behind the project, from the initial concept and storyboarding through to digital asset creation, Houdini animation, Redshift rendering and post-production in After Effects. He explains how the team translated the shoe’s technical features into a dynamic visual story, overcame complex CGI challenges and worked collaboratively with ASICS and audio partner Zelig to create a premium film built around one central idea: energy and bounce.
What was the brief?
We were asked to create the global campaign Tech Film for the ASICS Superblast 3, developing the creative and CG assets from concept through to final delivery. The core deliverable was a 30-second hero film, supported by teaser content, 15-second and 6-second social cut-downs, all prepared across multiple aspect ratios for global use. The work was then rolled out by ASICS across its global markets.
The ASICS Superblast 3 is the latest running shoe addition to the Blast series. It has a trampoline pod, which is a triangular piece of geometry at the base of the midsole in the forefoot area that delivers extra bounce and energy to your run.
Creatively, the aim was to bring that innovation to life and convey the feeling of bounce energy and movement throughout the campaign.
How did the initial pitch/brainstorming phase go?
The brainstorming phase was a smooth process as we had previous experience working on launches in the Superblast range. We have a really collaborative relationship with the teams at ASICS, who give us the creative freedom to explore new ideas and develop new visual treatments. Each project begins with an innovation phase, allowing us to discover and unlock new ways to communicate the brand’s latest technologies and innovations.
To kick things off, we discussed the new features of the shoe and what was innovative about this product launch. The Superblast 2 was a massively successful product, so the Superblast 3 was a highly anticipated launch. We started thinking about how we could generate a lot of excitement around that.
The design language of the shoe quickly became a key focus. The upper features the signature ASICS tiger stripes in a heat map effect, which gave us a strong visual direction from the outset. It became a natural way of expressing the shoe's energy throughout the campaign.
We also wanted to highlight the trampoline pod, thinking about the build-up of this potential energy and then the release. The heat map effect was the perfect vehicle to showcase this.
These top-level ideas became the foundation for the exploration and development that followed.
What was the process behind ideating the concept?
Due to the length of our partnership with the running division at ASICS, we’ve developed a well-refined concepting process. We always present a number of different routes, each built around the product's defining features. In this case, the heat map treatment became one of the foundations of the concept.
Knowing it's an energetic shoe, we also drew on the outspoken geometry of the midsole, which is a key part of the design language across the Blast series shoes.
With that in mind and drawing on our knowledge from previous launches, we decided to base the concept around those elements. In the films, we show the construction of the shoe, the trampoline pod and the two-layer foam midsole.
We also highlight FF LEAP, which is a new foam introduced in this shoe. It's one of ASICS’ lightest and most energetic foams, sitting above FF BLAST PLUS underneath. We wanted to showcase the different properties that each layer offers, bringing in a little more cushioning as well. So you've got that comfortable element alongside the energy.
What was the production process like?
We start by creating the digital asset, working from a base-level scan. Next we'll develop the textures, looking at how we can improve the roughness maps, displacement maps and other details to more accurately represent the product.
We also receive a physical sample, which allows us to rescan any elements that need higher resolution or additional detail.
At the same time, once we've established the overall concept, we'll start on the storyboarding, thinking through the shots, defining the key product angles and deciding what we feel will be the most interesting and engaging way to showcase the shoe. We feature both shoes in this film, so we looked at the compositions of the shoes together.
Alongside that, we have an exploration phase, our process to unlock original ideas - thinking about what we haven't done before and how we can present the shoe in a way people haven't seen yet.
That included exploring the heat map treatment, different landing and motion elements and the visual effects to represent energy pulsing through the midsole. One of the ideas we developed was the midsole lighting up with energy as it lands, alongside this angular, almost transformer-like geometry that ripples through the shoe and is mirrored in some of the formation sequences.
The strongest ideas were then built into storyboards and we developed the motion design, deciding which treatments would work best in each shot and refining the timing, speed ramps and overall visual rhythm of the film.
From there, we moved into lighting and rendering, developing the environments while keeping a clean, on-brand aesthetic that's consistent across ASICS films. Finally, the rendered sequences are composited in post-production, where they’re colour graded, enhanced and mastered to guarantee consistency before producing the final edits and cut-downs.
What was the biggest challenge during production? How did you overcome it?
One of the biggest challenges was translating the creative concept into the final midsole geometry.
We achieved that through extensive testing and a number of different technical approaches. A key part was making sure the lower poly geometry accurately translated into the final midsole, with all of the triangulation reflecting the final design. That required a significant amount of manual implementation and was one of the main complexities.
Weaving the upper was another technical challenge and we explored several approaches before landing on the right solution.
What kit/tools/software were used to create the project?
We start by storyboarding and use Figma to present and review ideas with the client.
We use Houdini from start to finish in the process. From exploration through to asset creation and motion design, everything lives in Houdini and is then rendered in Redshift. We then run the renders through our in-house render farm and all of the post-production is done in After Effects.
What’s the main message of this project and why does it matter?
The main product message is bounce and energy. ASICS projects are often built around one of the brand's core product categories, such as comfort, bounce or stability.
ASICS is built around its 'Sound Mind, Sound Body' philosophy, so every project needs to connect back to that. With Superblast 3, the emphasis shifts towards energy, while still retaining that broader brand message.
The key message though, is energy and bounce. Rather than simply telling people it's an energetic shoe, we wanted them to feel it through the visuals, transitions, cuts, speed ramps and the overall rhythm of the film.
How long did it take from inception to delivery?
The project took around 8 weeks from initial concept discussions through to final production, overlapping with other ASICS projects within that season.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
As we touched on earlier, the flame-like heat map treatment on the upper became the initial creative spark. The client liked it so much that they then extended its use more holistically across the overall campaign - including runners on a track using the same heat mapping effect, really building on that idea.
The geometry of the shoe also shaped the creative direction, inspiring the idea of the midsole forming from a simple triangular form. The angular forms echoed that sense of building energy and became another key visual thread throughout the film.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
ASICS has a really clean, premium aesthetic, so every detail of the execution has to reflect that. We make sure the textures, lighting and overall finish are all on point, giving the films a real richness and vibrancy.
We also know the audience for this shoe is looking for that Superblast 3 experience - a really bouncy and energetic run. The film needed to capture that feeling from start to finish, not just tell people about it.
Having worked with ASICS on seasonal launches over the last three years, including the Superblast 2 film, we have a strong understanding of the brand and its audience. The aim was to build on that foundation while giving Superblast 3 its own identity.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
Yes, there's always a number of concepts put forward at the start. One concept we explored was the idea of the midsole lighting up, with energy translating through it as a form of light. As the concept developed, it became clear that idea would be better suited to a different product in the energy range, so we decided not to pursue it further.
We also liked the idea of creating a sense of reveal and build-up. Typically, the shoe appears quite early in a film to capture attention straight away. Instead, we wanted to build suspense, with the angular geometry of the midsole forming first, followed by the upper weave, so it's only in the middle of the film that you see the final shoe.
That just felt like the strongest route and the client agreed, so that's the direction we took.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
The most significant collaboration was with our audio partner, Zelig. They did a great job of taking the early animatics and building the soundtrack, evolving it alongside the film as it developed to create a really distinctive sound.
As production progressed and the visuals became more refined, they layered in the sound effects to complement the textures, lighting and motion. That collaboration really elevated the finished film.
What role did consumer research or market analysis play in shaping the concept and its execution?
We work closely with ASICS on that side. They provide market analysis, where the shoe sits within the range and the audience it's designed to appeal to. We use that information to help shape the positioning of the film.
Based on that, we know whether we're creating content for an energy, stability or comfort product and we develop a distinct creative execution for each category. Across the Spring/Summer and Autumn/Winter campaigns, we maintain consistency within each category while evolving the creative each season. That allows us to build on what's worked previously while continually refreshing the visual language.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
I think our exploration process is maybe not always the way everyone does it, but it's the way we work to develop new and original ideas. It's about exploring and playing, then seeing what comes out of that play and what could work before bringing those ideas into the film. That approach has consistently helped us create work that feels original.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
We wanted to make sure the energy was something you could really feel. Colour played a big part in that, particularly the bold orange background. Early on we pushed that much further with a richer, more vibrant orange, but it was important that the film still felt unmistakably on-brand for ASICS. We always try to push brands slightly beyond their comfort zones while keeping assets on-brand and I think we found the right balance here.
What also helps the film stand out is its really crisp, premium execution and the story that runs through it. The flow of the shots, transitions and pacing are designed to keep you engaged from start to finish, rather than simply showcasing the product.
Coupled with the visual effects throughout and the soundtrack, it creates a consistent sense of energy that carries the film all the way through.
What do you hope it achieves for the brand?
We hope that it continues to increase the brand's presence in the market. They're now the leading performance running footwear brand and since we've worked with them over the last few years, they've seen incredible growth. Not that we're solely responsible for all of that by any means, but it's been great to be part of those product launches.
We've also seen these films perform really well on social media, generating strong organic engagement through views, likes, reposts and shares. It's encouraging to see them consistently perform well alongside the wider campaigns.
Most importantly, it's great to see the hype and reaction from the running community. The response around each launch has been fantastic and it's rewarding to know the films are helping build excitement around the product.
Credit list for the work?
Creative + CGI: Wonder Vision™
Audio: Zelig Soun