Mizuno Wave Inspire 17
The Mizuno Wave Inspire 17 launch visual direction was partially inspired by the globally produced product video and the US Running Marketing team's direction "Smooth & Inspired". Using the product tagline, I wanted this shoot to embody the essence of the early morning run, illustrating the smooth experience the shoe provides during a trail run in the mountains and the stimulation that drives runners at daybreak. I wanted our photography to showcase the colors that we see at daybreak and the vast horizon — the purple-pinks and yellow to blue gradients in the sky that make a deep breath during a run at the beginning of the day feel peaceful and fulfilling.
With this visual direction and closely working with the running marketing team, Chattanooga was quickly presented by the marketing manager for having a vast amount of outdoor locations, trail runs, and parks. Once I presented the brief and shot list to Vitor Lopes, his 2is1 team set out to scout locations and create a detailed pre-production plan for the complicated shoot. After I reviewed and approved the locations, we broke up the day into two sets — dawn, morning fill-shots, and evening to dusk — 4am call time for a 5:30am shoot, continued to morning fill in shots, a long break, and then started back up for a dusk session.
These sessions also included 4 locations – dawn and dusk at higher elevations for landscape view underneath, morning was an urban trail, and evening consisted of a trail by a creek and a mountain view.
From concept to design, I carried the daybreak concept through the animated assets, mirroring the gradients from the lifestyle photography.
My Role:
Creative Direction, Concept development, Shot list, Location Review
On-set direction
Graphic Design, Animation
Photo & Video: Vitor Lopes, 2is1 Studios
Paid Media
Print Ads
