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Asics Inspire Athletes to Chase ‘What’s Next’


Backyard’s Xander directs spot via Vitro, San Diego

Asics Inspire Athletes to Chase ‘What’s Next’

Backyard director Xander™ is going to make you feel out of shape in his stylish and kinetic new :60/:30/:15 “What’s Next” for ASICS out of Vitro, San Diego, CA.  The spot, featuring top ASICS-sponsored athletes including Olympians Lolo Jones, Bryan Clay and April Steiner Bennett, visualizes the physical and mental tenacity required of champions.  


Says Xander™, “I wanted to capture raw athleticism in the most authentic way possible, matching the energy they feel in training.  That meant keeping our energy up and urging them to train as they do for competition.  The locations we found also helped put them in that state of mind.”  


“What’s Next” opens on Lolo Jones engaged in rigorous parachute speed training.  Then we see other athletes dragging weights, slamming hammers down, kicking bags and hurling Kettlebells.  The action is driven by a lively, custom-made tune from Black Iris, with lyrics by VITRO’s KT Thayer.  Once they’ve completed one training type, they call out with self-assurance, “Next!”  They’re not through they are always trying to Better their Best.  The backdrop ranges from Los Angeles parking lots and gyms to Colorado and British Columbia forests and hillsides.  As the ASICS logo closes out the spot, it’s clear that these competitors never, ever quit pushing themselves.  


Adds Xander™, “The music works well with the rawness of the visuals.  It’s up-tempo, but in an unexpected way.  It helps make you feel like you’re getting to know these people and their process up close.”  


Xander™ filmed the spot with an artful combination of Super 16 mm, RED, Canon 5D and GoPro cameras.   



Client: ASICS America
Titles: “What’s Next” :60/:30/:15
Airdate: 5/10/2013
Where shot: Vancouver, B.C.; Colorado Springs, Colorado; L.A.
Agency: Vitro, San Diego, CA
Creative Chairman: John Vitro
Creative Director: KT Thayer
Assoc. Creative Director: Simone Nobili
Assoc. Creative Director: Tim O’Malley
Art Director: Will Roth
Copy Writer: Schuyler Vanden Bergh
Producer: Mickey Strider
Production Company: Backyard Productions
Director: Xander™
DP: Phil Lanyon
Producer: Kevin Sharpton
Executive Producers: Blair Stribley, Kris Mathur
Editorial Company: Optimus, Santa Monica
Editors: Nathan Cali, Will Znidaric
Editorial Producer: Therese Hunsberger
Talent: Lolo Jones, April Steiner Bennett, Bryan Clay, Russ Winger, Kara Patterson, Alysia Montaño, Kaitlin Sather Nielsen, Rosario Rios-Aguilar, Selanee Henderson, Steve Johnson, Andy Potts, Michael Johnston, Omar Jiwa, Ray Boulay, Caroline Bourgoin, Dickson Lee, Harold Duncan-Williams, Ray Krumme, Stewart Inguidez, Avery Taylor, Diana Todd, Fatina Leite Kusche, Darci Lee,
Anastasia Pierce, Liza Whitehead, Marcus Auntello, Matt Chamber, Jeff Craigen, Jarid Vaughan, Jay Singh, Nolan Spalek, Keegan Lensink, Oliver Lanyon, Stewart Iguidez, Avery Taylor, Lily Low, Darsen, Vadivelu, Michael Maguire

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