Asos

An idea from McCann Paris for Asos: turn the brand's acronym into an endless run of portraits ("a specifically orange skirt", "alluring siren owning swimwear"), cut at TikTok speed. The motion brief: a typographic system flexible enough to carry those alliterations across dozens of wildly different shots, coloured initials included, without ever breaking the flow of the edit. Built hand in hand with the agency's creative team.