THE STEP
Take
with
PRODUCED BY DAYTRIP
Is it the runner's high?
Breaking a PR? Pushing through the pain?
Nope.
So, what is the most important part of running?
Simple. It's taking THE STEP .
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
Within a single run, there are a wide range of experiences:
→ catching a rhythm
→ gasping for air
→ voices of doubt
→ the final push
→ the runner's high
But none of these exist without this critical decision: THE STEP.
IDEA
CREATIVE BY ALEX PAULSEN
IDEA
PRODUCED BY DAYTRIP
While the THE STEP happens in the body,
it starts in the mind.
By focusing on THE STEP we humanize the running experience and relate to runners of all skill levels.
This 360 campaign is a motivational call to runners to take THEIR STEP.
And most of all, to take it with ASICS.
CREATIVE BY ALEX PAULSEN
THE STEP
TAKE IT
THE STEP
PARTNERSHIP
ASICS X DAYTRIP
PRODUCED BY DAYTRIP
PARTNERSHIP
THE STEP perfectly aligns with ASICS' mantra "Sound Mind. Sound Body." 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.
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
With deep roots in sports and the outdoors, DAYTRIP delivers seamless productions with magical results.
PARTNERSHIP
CAMPAIGN
PRODUCED BY DAYTRIP
CAMPAIGN
CREATIVE BY ALEX PAULSEN
More than a film.
THE STEP is a global running campaign.
Its universal message resonates across demographics and translates seamlessly to print, photo, and social.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
CAMPAIGN
IG Reel
IG Carousel
IG Ad
APPROACH
1. NONLINEAR STORYTELLING
2. TONAL JUXTAPOSITION
3. PARTICLE VFX
PRODUCED BY DAYTRIP
As the run ends, we cut back to the beginning — to THE STEP — pulling the viewer deeper into the story.
This campaign film uses three key elements to tell this story beautifully and impactfully.
During this jump, the tone shifts from ethereal to gritty and inspirational, illustrating the emotional before/after of running.
A particle texture overlaid on specific running shots will convey energy and enhance the dreamlike tone, A visual representation of Sound Mind Sound Body.
CREATIVE BY ALEX PAULSEN
STORY
PRODUCED BY DAYTRIP
NOTE:
This voiceover is a reference to communicate what the film could sound like.
The final script will be developed collaboratively with ASICS and DAYTRIP.
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
VO:
Damp, dark, cold... Another day.
I force myself to soften - with every step.
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.
PRODUCED BY DAYTRIP
VO: The city stirs. I feel its presence.
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.
CREATIVE BY ALEX PAULSEN
VO: A rhythm builds... but is lost.
Beat
VO: I'll find 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 spring back into motion (music resumes).
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
VO:
The strain, the pressure, the stress, the doubt.
It creeps in. Always.
In slow motion, our runners show signs of wear: they sweat, grimace, and gasp for air.
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
VO: But I turn away from the shadows...
and towards the light.
Our runners find the motivation to push forward and they spring out of slow motion.
VO:
From trudging to floating, to flying.
Moving forward, I'm free.
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.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
VO: The release.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
VO: The calm.
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.
CREATIVE BY ALEX PAULSEN
VO:
Mind. 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 body -- uplifted by movement.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
VO: All it took was one step...
Beat
VO: Take yours.
ASICS logo
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.
CREATIVE BY ALEX PAULSEN
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
TONE
First: Ethereal, inspirational, dreamy
Then: gritty, real, grounded
Using this tonal shift, we bring viewers on an emotional rollercoaster that increases engagement and connection.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
MUSIC
The music will mirror the energy of the run: building as the runner's pick up speed, dropping out during slow motion, and pulsing as near the climax.
A swelling electronic score that feels symphonic and human would play well -- supplying the required intensity, then pulling back for calmer moments.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
SOUND
PRODUCED BY DAYTRIP
Natural sounds open the piece — footsteps, an awakening city — building into transitional textures and urban ambience as we pick up pace.
As athletes fatigue in slow motion, the focus shifts inward: heartbeats, breath, screaming muscles. Finally, ethereal sounds carry us to the climax.
CREATIVE BY ALEX PAULSEN
PHOTOGRAPHY
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
PHOTOGRAPHY
Step
Wide angle
Multi-Talent
SHOES + TALENT + MOTION
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
PHOTOGRAPHY
Lacing + warming up
Product
Details
SHOES
PRODUCED BY DAYTRIP
LOCATION
We'll keep our cities ambigious because THE STEP can happen anywhere.
These locations should reflect both the gritty realism and natural beauty central to the THE STEP.
San Francisco, Vancouver, and Seattle would check these boxes.
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
CASTING
We want to encourage everyone to take THE STEP.
Therefore, our cast will consist of different ethnicities, ages, occupations, and running abilities.
But we want to hear from you -- who does ASICS want to reach in this moment?
CREATIVE BY ALEX PAULSEN
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
CASTING
Talent 1: The Young Dad
He was a division three collegiate athlete, but now he's taken on a new sport: fatherhood.
Balancing work, life, and family, his priorities have shifted. When he's not caring for his little one,
he takes care of himself by going for a run.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
CASTING
Talent 2: The Business Woman
She is a career-focused young adult. Promotion after promotion, work took over more and more of her days.
She recently rededicated herself to running - a couple morning runs each week. With movement, she's bringing balance to her life.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
CASTING
Talent 3: The Retiree
He's a new retiree. Returning to a weekly running regiment has grounded him during this season of change in his life.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
CASTING
Talent 4: The Professor
Teaching classes, grading papers, conducting research... running gives her a much needed break away from the desk.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
CASTING
Talent 5: The College Grad
As a recent grad, he plans to continue his active lifestyle into whatever the real world throws at him.
PRODUCED BY DAYTRIP
CREATIVE BY ALEX PAULSEN
CASTING
Talent 6: The OG
She's been around the block a few times.
PRODUCED BY DAYTRIP
DELIVERABLES
CREATIVE BY ALEX PAULSEN
Take
THE STEP
with
THANK YOU
The belief that movement brings balance is something our team shares. Whatever the activity, we appreciate how movement benefits both the mind and the body.
We’d be thrilled to bring this idea to life together — to capture the connection between motion and mindfulness in a way that feels true to ASICS.
Thank you for your consideration.
Let's take THE STEP together.
