Mizuno Film, Outdoor, Ambient WaveKnit String Ads by Moma Propaganda

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WaveKnit String Ads

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market Brazil
Agency Moma Propaganda
Creative Director Rodolfo Sampaio
Art Director Jorge Yoshida, Guilherme Martins
Copywriter Daniel Bensusan
Production Pict Studio
Released May 2018


Lions Communication 2018
Print & Publishing Lions Sectors > Consumer Durables Bronze Lion

Credits & Description

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
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.