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Paul Xiaopu Wang

Paul Xiaopu Wang

New York, NY, US

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Asics HyperGel Commercial Set Deisgn

_set design for ascis’s hypergel video commercial
_youtube_asics | hypergel-sai&kan
_secrete warehouse_new york
_600 sq.ft.
_de-yan_new york 2018
_videotography_jamie ruddy

Prior to the release of Asics’ new HyperGel Series, DE-YAN collaborated with filmmaker Ruth Hogben, Andrea Gelardin and Jamie Ruddy for the shoes’ fashion film / TV commercial campaign. 

The campaign wants to carry Asics core message “I move me” and deliver a full cycle experience of being an athlete wearing HyperGel shoes. The 22-foot-Human Hamster Wheel was a perfect “Less is More” statement that helped the entire team to continue extracting the possibilities to incorporate never-seen-before effects and cross-medium executions while keeping the set at a manageable footprint. The oversize ring also provides options to the directors to expand their storyboard with cuts through lenses in multiple scales and accommodates physical camera movements in and out of its voids. With animated LED strips attached to the wheel’s rear end, rear projection with real-time tracking & mapping, and performance choreographed by Kurt Froman, the short film successfully produces a mysterious undertone for the reveal and ends with the full wheel appears for the first time in a high note.

 
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Status: Built
Location: Brooklyn, NY, US
My Role: #design lead #experience design sd set #dd set #rendering #ca
Additional Credits: Design Team #dejan jovanovic #stefan djordjevic #nikola denic #luke guyer