ASICS explores the barriers to participation in youth athletics through the Undropped Kit campaign. Directed by Meg Wriggles, the project investigates why teenage girls frequently exit sports, focusing on the intersection of school uniforms and self-consciousness.
The film utilizes a documentary-style approach, combining interviews with experts alongside candid footage and product sketches. Cinematography by Beatriz Delgado maintains an editorial aesthetic, punctuated by architectural shots and text-based headlines that track the narrative's central concerns. This live-action work was developed by the agency Gut Toronto with production by New-Land and product design by Gabriella Holmes.
