Competing with the likes of large corporations and sportswear retailers isn’t easy, which is why MoMa Advertising in Sao Paulo went great lengths in the promotion of the Mizuno Waveknit -- a revolutionary running shoe made entirely of thread.
In order to pay homage to the shoe, which appears as though it has been sewn by hand, MoMa Advertising created an all-thread ad that’s styled after "the maps and running tracks of the 3 most important cities that host the major running circuits in Brazil." The all-thread ad was made entirely by hand, with each different scene being tied together by a string. In order to achieve complete authenticity, the design team had to test a variety of different textures and string sizes, eventually settling on the perfect combination.
Image credit: MoMa Advertising
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