THE CONCEPT

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Mastery has an arena. This was the beautiful and clever idea at the heart of our collaboration with WheelHouse Labs for the launch of the classic ASICS EX89. 

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Our task was to bring this metaphor to life. Director Dylan Knight envisioned a series of distinct worlds, a record store, a design studio, a kitchen, a botanical workshop, each the personal arena for its craftsman. 

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The project required us to build these worlds from the ground up, all unified by a distinct, nostalgic basketball vibe that honored the shoe’s heritage.

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THE CRAFT

The soul of the piece lives in its texture and tone. The decision to shoot a significant portion on Super 35 Kodak film was foundational, embedding a feeling of timelessness and authenticity directly into the image. 

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With only one day to capture four distinct worlds, Production Designer Brielle Hubert leaned into a deconstructed visual that celebrated the craft taking place within each arena. DP Ben Goodman then introduced a brilliant narrative device: vintage flashbulbs that emulated the iconic walk down an NBA tunnel. This powerful visual connected the showmanship of a professional athlete’s entrance to the quiet focus of our other masters, elevating their craft with a palpable sense of energy and importance.

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THE PRODUCTION

Executing this vision required a feat of careful orchestration. With multiple sets to build and shoot in a single day, our art department moved in multiple units with surgical precision, meticulously flipping spaces to stay ahead of the camera. The entire production was a testament to the power of extensive pre-production.

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The location, the House of the Book, was the perfect canvas. Its unique and versatile architecture gave us the space to build these separate worlds while maintaining a cohesive aesthetic. It was a backdrop that allowed for immense creativity and logistical grace.

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THE RESULT

Director Dylan Knight handled the edit himself, weaving in still photography and vintage imagery to create a layered, rhythmic final piece. The result is a film that celebrates mastery in all its forms. It’s a story about the universal drive to perfect one’s craft, and a reminder that for those who are truly dedicated, the game is always on.

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