Mizuno: Mizuno WaveKnit String Ads [Supporting Content]

Credits & Description:

Brand MIZUNO
Entrant MOMA PROPAGANDA SAO PAULO
MOMA PROPAGANDA Sao Paulo, Brazil Entrant Company
MOMA PROPAGANDA Sao Paulo, Brazil Idea Creation
MOMA PROPAGANDA Sao Paulo, Brazil Production
SONIDO Sao Paulo, Brazil Production
MOVIE MACHINE Rio De Janeiro, Brazil Production
PICT ESTUDIO Sao Paulo, Brazil Production
MOMA PROPAGANDA Sao Paulo, Brazil PR
MOMA PROPAGANDA Sao Paulo, Brazil Media Placement
Rodolfo Sampaio Moma Propaganda Creative Director
Guilherme Martins Moma Propaganda Creative
Daniel Bensusan Moma Propaganda Creative
Jorge Yoshida Moma Propaganda Creative
Ernani Junior Moma Propaganda Account Manager
Bruna Santarosa Moma Propaganda Account Manager
Douglas Covino Moma Propaganda Agency Production
Natalia Poletto Moma Propaganda Media
Rafael Gonçalez Moma Propaganda Media
Felipe Gentil Mizuno Approval
Sílvia Rodrigues Mizuno Approval
Tereza Cristina Mizuno Approval
Pict Estúdio Pict Estúdio Production
Pict Estúdio Pict Estúdio Production
Movie Machine Movie Machine Production
Sonido Sonido Production
Mizuno WaveKnit String Ads [Supporting Content]
Published: May 2018
Entry Summary
We have an all-thread tennis shoe and needed a beautiful art direction to be noticed on the streets, shopfronts and points of sale. We've created an all-thread ad, made by hand, as Mizuno WaveKnit looks like. We've analyzed the maps and running tracks of the 3 most important cities that host the major running circuits in Brazil. We've re-drawn and stylized them to create an ad that displayed the tennis and the streets like a single piece, linked by the strings. We've made a lot of pre-tests to have the perfect art direction to reflect the WaveKnit in its essence. We've tested a bunch of different thread textures, nail sizes, color graduations to get to the perfect combination and deliver the most faithful replica.