Paris • New York
05. Asics
Art Direction, AI Production, Product Imagery
For a sneaker brand, every new silhouette creates a content problem. Each model needs high-quality still life imagery across colourways, retailers and campaigns, and traditional shoots don't scale at that pace or at that cost.
ASICS came with a specific brief: showcase its latests silhouettes across multiple environments for a trade marketing campaign with Courir, one of France's leading sneaker retailers, using AI. The work started with the art direction. It defined how the shoe should live on screen: the settings, light, materials and mood that fit both the ASICS identity and Courir's audience.
The real output was the system behind the images. Models were trained on the product itself, so every stitch, texture and proportion stays true to the real shoe. Around them, a production pipeline turns a single art direction into a full range of still life images across environments. The result is studio-grade product photography produced at catalogue scale, without a shoot for each setting.
What began as one campaign is now becoming infrastructure: a repeatable system to produce still life photography for any silhouette, at the speed a sneaker release calendar demands.