WE LIVE FOR BEAUTIFUL CREATIVITY
WE LIVE FOR BEAUTIFUL CREATIVITY
Y-3
We developed a series of photographic and film assets to launch the latest Y-3 silhouette across digital, social, retail and media.
Using magnetised Ferrofluid, an industrial liquid developed by NASA, we worked with artist Allesandro Brighetti to create a series of highly experimental films. We turned the first production ready NOCI 0003 shoe into a powerful magnet, using Ferrofluid to create a piece of kinetic art. A countdown online saw the film played in reverse, slowly revealing the shoe over time.
To support the launch, we shot a series of campaign images capturing only the reflection and movement of a dancer in black liquid. Positioning the shoe as the hero of the shot, a dream like image that reinforced the message this limited edition shoe was being seen here for the first time