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Asics - Mind Games
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Mind GamesAsics

[2022]

Type

Documentary

Agency

Neil A. Dawson and Company

Duration

01:00

What We Did

  • Concept Creation
  • Creative Direction
  • Copywriting
  • Art Direction
[Watch full video]

The Experiment,' narrated by Stephen Fry, is a feature-length documentary that premiered in London in January 2023.

It showcases a study involving 100 participants, including mind athletes from various disciplines and four main characters from eSports, Chess, Mahjong, and Memory Sports.

The ultimate goal is to demonstrate that physical activity can enhance even the most exceptional minds. You can watch it on Amazon Prime. The brand ASICS derives from the Latin phrase 'Anima Sana In Corpore Sano,' which translates to 'A Sound Mind in a Sound Body.'

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