Guilherme Martins
São Paulo, Brazil
TitleWaveKnit String Ads
Campaign WaveKnit String Ads
Advertiser Mizuno
Brand WaveKnit
Date of First Broadcast/Publication
Business Sector Sneakers / Athletic Footwear
Philosophy 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.
Media Type Outdoor/Out of Home
Creative Director
Art Director
Art Director
Production Company Pict Estudio
Edition Company
Sound Company

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