The Mizuno Waveknit Was Advertised with an All-Thread Ad Campaign

 - May 23, 2018
References: momadesignstudio.org & bestadsontv
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