Alex Ogus directs a balls-up for Asics

Here’s a cool project for Asics by content and production company TWC Films through The Vitro Agency. Alex Ogus shoots the experiment, which sees a team create a GEL-Blur33 shoe with nearly 3,000 ping-pong balls.

Strung onto 784 strands of fishing line, the balls were lifted 2 feet off the ground using two industrial air compressors and 24 air valves. The campaign is hinged on the ‘Gravity, meet your archenemy’ tag line and aerospace engineer Ryan Wilson was drafted in to coordinate the proceedings.

Based on flexibility and lightweight, the running shoe’s design focuses on the 33 joints in the foot that allow it to move efficiently. You can see more from the campaign and product here.