For Global Running Day, ASICS launched a fully integrated campaign to drive a conversation around runner’s most supportive companion: their shoes. We asked runners to write a #DearShoes letter to their favorite ASICS shoe.

I lead the creative strategy, storyboarding, and design for this campaign. Results: Over 18.6M total reach, 17.4K earned engagements, 787 Posts with #DearShoes.

This campaign won a platinum award in the Hermes Advertising Awards.