Mizuno Waveknit is a revolutionary running shoe. All made of thread, it looks like sewed by hand.
So, we've created an all-thread ad.
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 shoe 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.
