Yonex Astrox 88
A campaign that showcases the launch of Yonex’s most anticipated racquets for badminton doubles, the 3rd generation of the ASTROX 88 S&D.
Client:
Yonex
My Task:
Concept, Art Direction, Graphic design, Motion
Platforms:
Social, OOH
With this campaign, Yonex wanted to highlight not only the new rackets colourway, but the rackets as tools that drive forward the future of the sport, a new dawn for badminton. Inspired by the mystical optimism of Sci-Fi literature and cinematography, I created an ethereal art direction that transforms the racquets into celestial bodies within the universe. Interlocking 3D chrome rings represent the harmony and symmetry of the doubles play, but also spark mystery.
The arrival of the new rackets was teased via a series of short animated posts and a hype film, that created an aura of mystery and anticipation.
Following the teasers release, the campaign expanded with a tech film (featured on yonex.com and YouTube), a key visual, and a range of assets showcasing the design details of the rackets.
Credits:
Agency: monopo London
Concept and Art Direction: Stella Grotti
Creative: Luna Gooriah
3D motion: Krystof Jezek
2D motion: Christophe Davis
