Asics – Nyte Lyte
For some night is just dark and black, a time to sleep. Or it is a world of opportunities, an invitation to be bold and to push creativity.
In 2014 Asics asked Dazzle Ship to direct and produce a short narrative led piece to create some hype around the launch of their new ‘Nyte Lyte’ footwear.
We wanted to show off the shoes dazzling reflective features whilst also expressing the theme through the concept of ‘light painting’.
“Our canvas is black, and we paint it with Lyte"