Noosa-Tri™ & Color Injection Pack TikTok CampaignCo-Creative Direction, Campaign Concepting, Paid & Organic Social
As part of ASICS’ vibrant Color Injection Pack launch, I partnered with my creative director and a senior copywriter to concept a series of TikToks and Reels that highlighted the Noosa Tri™—a performance shoe designed specifically for triathletes. These short-form videos were developed for both paid and organic social channels and featured Ashleigh Gentle, a decorated Noosa triathlete, as the face of the campaign.
Shot on location in Noosa, Australia—home of the iconic triathlon—we created content that brought together the historic energy of the event and the colorful spirit of the shoe collection. Our concepts emphasized speed, personality, and purpose—most memorably in a piece that challenged viewers with “how fast can you lace up?” to spotlight the Noosa Tri’s quick-on, quick-off design. This campaign served as a colorful, athletic expression of ASICS’ product innovation and storytelling in motion.
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