Mizuno WaveKnit: WaveKnit String Ads


Mizuno Waveknit is a revolutionary running shoe. All made of thread, it looks like sewed by hand. Mizuno brand is a reference on running shoes in Brazil. Our competitors (Nike and Adidas especially) always have flashy ads and famous athletes in their campaigns. We were becoming landscape on the outdoors ads and points of sale. We needed a beautiful art direction to be noticed on the streets, shopfronts and points of sale. So, 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.

Advertising Agency:MoMa Advertising, São Paulo, Brazil
Creative Director:Rodolfo Sampaio
Art Director:Guilherme Martins, Jorge Yoshida
Copywriter:Daniel Bensusan
Production Company:Pict Estudio
Edition Company:Movie Machine
Sound Company:Sonido
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