Director Matt Vega had a strong concept: a film centering elite runner Johnny Gregorek’s resilience and his brother’s mental health journey. UEG and Wildchild Content brought us in to elevate the treatment deck so the pitch could compete with major agencies. The challenge: make the vision cinematic, unforgettable, and undeniably ASICS.

Performance gear only goes so far. What truly moves audiences is human stories. By tying Gregorek’s personal journey to ASICS’ Sound Mind, Sound Body ethos, the treatment could connect sport with culture, emotion, and purpose.

I led the visual strategy, shaping tone, mood, and storytelling arc to amplify Vega’s direction. Partnering with designer Steph Medeiros, the team built a cinematic framework that merged ASICS’ high-performance aesthetics with deep emotional resonance.

The treatment won the pitch, securing a full series of ASICS athlete films we later also designed treatments for. The video featured on ASICS’ socials and site, and promoted the Blue Jean Mile, raising thousands for the Centre for Addiction and Mental Health (CAMH). Proof that story-first strategy can win the room and move culture.