We created this photographic headline relating to velocity, with the idea of showing the speed of ZOOM products, using real-life treatment elements composited digitally for a hyper textured & realistic visual quality.

Shot with natural light in a parking lot on a sunny day, we captured our asphalt background, with the white parts of the lettering created with detailed photographs of actual street signage paint to get the most authentic feel. The “O” loops were crafted by hand using various material, emulating burnt rubber left by what looks like the shoe doing a tire burnout trail, created physically to feature the actual trainer’s sole pattern in movement - enveloped in smoke to visually maximize the dynamic feel of the scene.

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