We were commissioned by NIKE to create this kinetic photography treatment to get shoes exploding type at high speed for a colourful in-store graphics series. The photographic headline relates to velocity, with the idea of showing the speed of ZOOM products.

Futura Extra Bold Condensed Oblique was used for Z & M, and the O's were treated free hand. On an asphalt background, the white parts of the lettering were created with photography of actual street signage paint to get the most authentic details, while the loops were written in burnt rubber left by what looks like the shoe doing a tire burnout trail, created physically to feature the sole pattern and the most realistic movement - enveloped in smoke to visually maximize the dynamic feel of the scene.

- Communication Arts, Typography, Advertising x Excellence
- Type Directors Club, Advertising x Excellence