Asics, Quantum

ASICS Gel Quantum 360 ‘Born of Gel’

The new GEL-QUANTUM 360 CM campaign for ASICS is created by 180 Amsterdam and MPC Creative, with grade by Richard Fearon.

A product of ASICS's world famous Institute of Sport Science, the GEL-QUANTUM 360 CM is the latest version of the revered QUANTUM shoe. The new high performance shoe provides athletes with 360 degrees of ASICS’ award-winning GEL Cushioning, giving them superior shock attenuation and durability.

The work was directed by John Sunter through MPC Creative. The content piece is an elegantly designed concept film, using world class CG and VFX, to graphically portray the shoe’s conception and birth, heralding the creation of the product. Sharp, photo-real detail shows how the product germinates organically to form the unique structure and technological components of the shoe.




180 Amsterdam

Production Company

MPC Creative


John Sunter

Executive Creative Director

Dave Canning & Dan Treichel

Creative Directors

Martin Terhart & Adam Noel


Mike Winek

Production Company Executive Producer

Sophie Gunn



Creative Director 3D

Diarmid Harrison-Murray

2D Lead

Toya Drechsler

VFX Producer

Jakub Chilczuk

VFX Team

Tushar Kewlani, Radu Ciubotariu, Olivier Sicot, Ben Thomas, Alessandro Costa, Leanne Goymer, Thomas Phillips-Howard & Akshay Sunil Wadwalkar Sumesh Chammancheri

Line Producer (Bangalore)

Deepanjali Singh




Richard Fearon