| Lions Communication 2018 | ||
|---|---|---|
| Print & Publishing Lions | Sectors > Consumer Durables | Bronze Lion |
Media: Outdoor
Category: Clothing & footwear
Client: WaveKnit
Agency: MoMa Advertising, São Paulo
Production: Pict Studio
Creative Director: Rodolfo Sampaio
Art Director: Guilherme Martins
Copywriter: Daniel Bensusan
Art Director: Jorge Yoshida
Production company: Pict Studio
Sound Studio: Sonido
Editing Company: Movie Machine
Published: May 2018
Synopsis:
Mizuno Waveknit is a revolutionary running shoe. All made of thread, it looks like it was sewed by hand. We needed a beautiful art direction to be noticed on the streets, shopfronts and points of sale. So, MoMa Advertising, Sao Paulo, 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.