Communicate the feeling of the brand Johnnie Walker, without showing the product itself.

Turn off your IPhone, cancel your Facebook account and experience life in all of its facets.

So whatever it takes - live and taste every moment as if it was your last... and Keep Walking.

NARRATION: The reward is the journey, because one’s destination will never be a place but rather a new way of looking at things. It reminds us that the moment of our arrival is always a new departure, and what we leave behind isn’t as important as how we lived.

Awards: Shortlist Young Director Award Cannes 2011 Saatchi&Saatchi New German Directors Showcase 2011 In Book D&AD Student Award London 2011 Credits & Description: Advertising School: mie Baden-WürFilmakadettemberg, Germany / Miami Ad School, Berlin, Germany

Creative Directors: Thomas Garber, Benjamin Entrup Art Directors: Thomas Garber, Benjamin Entruß

Copywriter: Ralph Stieber

Photographer: Thomas Garber

Additional credits: Ralph Stieber, Thomas Garber, Benjamin Entrup Johnnie

"The Journey" Communicate the feeling of the brand Johnnie Walker, without showing the product itself. Turn off your IPhone, cancel your Facebook account and experience life in all of its facets. So whatever it takes - live and taste every moment as if it was your last... and Keep Walking. NARRATION: The reward is the journey, because one’s destination will never be a place but rather a new way of looking at things. It reminds us that the moment of our arrival is always a new departure, and what we leave behind isn’t as important as how we lived.

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The Fack ju Göhte star dives into a completely new roll for ASICS with the release of its new Fall training collection. Christian Anwander captured the sexy physical power and cool inner balance emitted by M’Barek, encapsulating everything that the Japanese athletic apparel company stands for (and everything the rest of us wish we could get out of the gym).

EUPHORIA is the emotional climax in the three-part film series LURE created and produced with ASICS for its Fall training collection. The film is a visual poem told from the point of view of Euphoria that's personified by actor Elyas M’Barek, and features a haunting original music soundtrack.

english versions: https://vimeo.com/181944950

Pain can be the biggest demon anyone who is training must face. In the first of a three-film series for ASICS's Fall training collection, actor Elyas M’Barek personifies PAIN. The powerful film kicks off the video and print campaign which was created and produced by LURE x ASICS.

Actor Elyas M’Barek personifies the emotion DETERMINATION in the second film for ASICS's Fall training collection series. The films are directed by David Incorvaia and the campaign was created & produced by LURE x ASICS.

Agency-Production: Lure Media

Creative Director / Director: David Incorvaia

Art Director: Polewski
Copywriter: Ralph Stieber
Account: Verena Nabrotzky
DP: Cezary Zacharewicz
Music: Sebastian Lande
Producer: Ulrika Åkerlind
Editor: Matthias Graatz
VFX: Lug & Trug, Berlin

lure.media

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