MIND GAMEs

ASICS / BRANDED ENTERTAINMENT

AGENCY: Neil A. Dawson and Company
CREDIT: Concept Creator, Creative Director, Copywriter

ASICS is an acronym of the Latin expression Anima Sana In Corpore Sano, which translates as A Sound Mind in a Sound Body. The goal of this project: prove the brand’s founding thesis that movement can improve even the most exceptional brains. Mind Games: The Experiment is a feature-length documentary narrated by Stephen Fry that premiered in London in January 2023. Behind it, a 100 participant study featuring mind athletes from multiple disciplines, and four main characters from the worlds of eSports, Chess, Mahjong and Memory Sports.

Stream ‘Mind Games: The Experiment’ on Amazon Prime

↓