Mizuno: WaveKnit String Ads

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.