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Yonex
Creating a conceptual campaign that hits hard
Yonex asked digital agency Mirum to come up with a striking visual campaign to promote their new badminton racquet, the Astrox 100: the greatest, most innovative racquet of their Astrox line.
I teamed up with the brilliant, creative mind of freelance Art Director, Anna Ooft, and together we invented a sprawling deck of imaginative concepts.
A racquet reimagined
After tonnes of potential ideas, a varying budget, and a host of uncertainties, POWER + was born.
The concept was simple, striking, and clearly visualised all the features of the racquet in a bold and clear fashion. On the day of shooting, Pro-badminton champion Viktor Axelsen did what he does best, while we captured dynamic shots of him putting the racquet to the test.
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