PostPanic rises to the challenge with 180 Amsterdam for ASICS MetaRun
Director Onur Senturk creates a high-end aesthetic vision of the ultimate testing centre
30 NOVEMBER 2015, AMSTERDAM, THE NETHERLANDS
SummaryPostPanic join forces with 180 Amsterdam to create the ultimate product film for MetaRun, the latest running shoe from ASICS. Director Onur Senturk took on the challenge applying his highly aesthetic graphic eye to create the ASICS testing facility of the future.
Produced by PostPanic, MetaRun is a futuristic take on the intensive testing facilities found at ASICS headquarters in Japan. Commissioned as an integrated product film by 180 Amsterdam, PostPanic stepped up determined to push the boundaries once again since their last award-winning ASICS film, Running Expansions, back in 2010. This time Turkish director Onur Senturk took on the challenge from their side, chosen primarily for his highly aesthetic and future-facing graphic eye. (Senturk is much respected internationaly as an innovator in the field of CG-focused motion graphics and learnt his craft working in Los Angeles for movie title pioneers, Prologue. He joined PostPanic as a director in 2014).
180 Amsterdam's script appealed directly to Senturk's aesthetic and allowed PostPanic to play to their strengths applying a mixed media approach combining live action with high-end VFX to communicate the intense testing process the MetaRun is put through. Filmed in Amsterdam with athletes, actors and product against green screen, the post-production then required extensive design and animation of bespoke training facility interiors and technology, combined with a seamless transition between real and CG elements.
The result, a product film with a futuristic soul, capturing both the preciseness of the ASICS testing ambitions but also the narrative visual signature of PostPanic.
Client: Global Brand Manager - Running: Mike Brabant
Agency: 180 Amsterdam
President and Chief Creative Officer: Al Moseley
Creative Director: Dan Treichel, Dave Canning
Creatives: Joe Craig, Tony Bartolucci
Producers: Bethany Papenbrock, Jo Kelly
Account Director: Kim Waugh
Production Company: PostPanic
Director: Onur Senturk
Executive Producer: Annejes van Liempd
Music Composition & Sounddesign: Audionerve, Jochen Mader
DoP: Hessel Waalewijn
Post Production: PostPanic
PostPanic is an internationally awarded and respected Dutch film company.
PostPanic is made up of three divisions: PostPanic (commercial film), PanicProgram (emerging commercial talent) and PostPanic Pictures (long format film).
Founded in 1997, PostPanic closely guards its unique creative attitude and continues to produce memorable visual work for the advertising, entertainment, broadcast, retail and music industries worldwide.
The Amsterdam home is made up of a permanent international team composed of producers, directors and creatives specializing in live action, motion graphics/animation, VFX and installations. PostPanic also host and curate the popular bi-annual inspiration evenings, The PanicRoom (an invite-only night for the Amsterdam creative community).