Nike is introducing new super light shoes that utilize the innovative Flywire technology. I am not exactly sure what's going on in this spanking new ad for their Nikelab division, but I think it has to do with the spider producing an ultra light yet very strong and durable web. That's just my guess.
Looking more like a clip from National Geographic magazine, the ad was created by W+K Tokyo and directed by Andrew Hall.
W+K Tokyo created a few other ads for nikelab to promote the new shoes. Check out Moon Jump, and Pillows.
Insects As Brand Boosters
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