THE STEP
Take
with
Is it mile two? Mile four? Mile eight?
Not even close.
So, what is the hardest part of running?
Simple. It's taking THE STEP -- that first step of your running journey.
DIRECTOR'S TREATMENT
ALEX PAULSEN
Within a single run, there are a wide range of experiences:
→ catching a rhythm
→ gasping for air
→ the runner's high
→ voices of doubt
→ the final push
But none of these exist without arguably, the most important part: THE STEP
DIRECTOR'S TREATMENT
IDEA
ALEX PAULSEN
IDEA
ALEX PAULSEN
While the THE STEP happens in the body,
it starts in the mind.
By focusing on this decision -- to take THE STEP -- we are humanizing the running experience and relating to runners of all skill levels.
This :60 anthem commercial is a motivational call to all runners, to take THEIR STEP and start their running journey.
And most of all, to take it with ASICS.
DIRECTOR'S TREATMENT
THE STEP
Take it
THE STEP
ALEX PAULSEN
DIRECTOR'S TREATMENT
BRAND
THE STEP perfectly aligns with ASICS' mantra "Sound Mind. Sound Body." The mind and the body are intrinsically linked: each sharpens the other. Taking that first step isn’t just a physical act, it’s a mental breakthrough.
It’s the moment when clarity, courage, and motion meet. ASICS champions that connection—the belief that when the mind moves, the body follows, and when the body moves, the mind is freed.
ALEX PAULSEN
APPROACH
DIRECTOR'S TREATMENT
NONLINEAR STORYTELLING
TONAL JUXTAPOSITION
PARTICLE VFX
As the run comes to an end, we'll cut back in time to the beginning of the run, to focus on THE STEP. This jump back in time will pull the viewer deeper into the story.
This :60 anthem commercial uses three key elements to tell this story beautifully and impactfully.
During this jump, we'll switch from an & ethereal dreamy tone to a gritty and inspirational tone to illustrate the before/after emotional states connected to running.
A particle visualizer will be employed on specific running shots to show the energy running creates. This will enhance the dreamlike tone and will enhance our primary footage capture.
STORY
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO:
You’ll feel it. Damp, hard, and cold…Settle.
Beat
The body awakens. The mind follows.
Pavement flies by. The faint pitter-patter of shoes hitting the pavement grows louder.
Two runners' shoes enter the frame, already hitting their stride.
Cutting to a wide shot, the runners are in an alleyway running away from camera. The first beams of morning light illuminate the city ahead. Their journey is underway.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO: You'll notice: the look, the smell, the texture.
As our runners enter the city, their senses of sight, smell, and touch are engaged: brick buildings fly by, morning coffee fills the air, and cool pavement touches their soles.
These shots are handheld and frenetic to create a sense of the runner's POV. Then we cut to a slow motion shoe shot hitting the pavement and use the partical visualizer to emphasize this imapct.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO: You'll catch a rhythm...you'll lose it.
Beat
You'll catch it again.
Our runners are in flow, gliding through the city until a walk signal flashing a red hand stops them in their tracks (music cuts). They move in place as tension builds.
...
WALK SIGN.
They're off again (music resumes ).
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO:
You’ll slow. You’ll stiffen. You’ll labor...
In slow motion, our runner show signs of wear: they sweat, grimace, and gasp for air.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO: And you'll search for more...
Beat
You will find it.
Our runners find the motivation to push forward and they spring out of slow motion.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO:
The speed. The focus. The finish.
We track our runners from a profile view as they head towards the finish. Their feet blur as they pick up speed. The music climaxes as they fly by the camera.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO: Then, the quiet...
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO: The calm.
You'll soak it all in.
We immediately cut to a peaceful scene: our runners resting in an urban park. Sounds of nature fill the space while the city quietly hums in the background.
Their breathing evens and one runner gently stretches. They are enjoying the calm and the buzz.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO:
Mind and Body. Uplifted.
One runner stands up, looks towards the sun, and shuts their eyes. The mind and body are at peace.
Their legs lift off the ground, their body starts to float. A wide shot shows our runner just levitating off the ground as the music crescendos.
The mind and the body -- uplifted by movement.
ALEX PAULSEN
DIRECTOR'S TREATMENT
VO: Harmony starts with motion. Harmony starts with THE STEP.
Take yours with ASICS.
We cut back in time to the blueish dawn where it all began. One runner double knots their ASICS sneaker. The other lightly swings their arms. They stand side-by-side, braving the cold, determined.
Without a word, they both take THE STEP, and start trudging towards camera as we track back. We've come full circle to our opening shot: feet hitting the pavement.
FIN.
STORY
Pavement flies by. The faint pitter-patter of shoes hitting the pavement grows louder.
Two runners' shoes enter the frame, already hitting their stride. The run is on.
Next, we dive into all the micro-moments of the run.
The lows are intense and the highs are elevated — we experience them all intimately.
An omniscient VO narrates these moments as they occur on screen.
As our two subjects cooldown, one runner looks towards the afternoon sun with
closed eyes. The music swells as they start to magically ascend towards the heavens.
Fin? Nope.
We BREAK the ascension & cut back to early morning — blue hour.
The music stops, leaving the natural sounds of the awakening city.
One runner knots their shoe, and they both summon the will to take THE STEP.
Holding a straight-on two shot, they slowly start to trudge forward. The run is on.
The piece ends where it began: two runners in motion, feet pounding the pavement.
STORY
THE STEP
It all starts here
THE STEP
ALEX PAULSEN
TONE
DIRECTOR'S TREATMENT
First: Ethereal, inspirational, dreamy
Then: gritty, real, grounded
Using this tonal shift, we take the viewer on an emotional rollercoaster that increases engagement and connection.
ALEX PAULSEN
MUSIC
DIRECTOR'S TREATMENT
Our music track will mirror the energy of the run: building as our runner's pick up speed, dropping out during slow motion, and pulsing as we head towards the climax.
A swelling electronic score that feels symphonic and human would play well -- supplying the required intensity, then pulling back for calmer moments.
ALEX PAULSEN
LOCATION
DIRECTOR'S TREATMENT
We'll keep our city ambigious, avoiding recognizable landmarks that would reveal its location. This way, THE STEP can happen anywhere to anyone.
Since THE STEP has both gritty realism and natural beauty, we want a city that addresses both these environments.
Take
THE STEP
with
THANK YOU
I originally came up with the idea of THE STEP before knowing your tagline "Sound Mind. Sound Body." And I think it's a perfect fit.
The idea that movement brings balance resonates with me deeply. Whichever activity I choose on a given day -- running, cycling, surfing, yoga etc. -- I do it for the resulting clarity and peace.
I would relish the opportunity to make a commercial about this idea. Hopefully, we can explore this concept further.
Thank you for your consideration!
