L.I.F.T.
Award: Wood Pencil
Wood Pencil / TV & Cinema Crafts / Direction / 2010
The new Puma L.I.F.T. shoe weighs only 173 grams. They are shoes you can see, but not feel. To illustrate this sensation, we dressed our L.I.F.T.-wearing models in nothing else but light – clothes that were visible, yet weightless. We posed them in simple rooms, also transformed by untouchable beams of light. Ultimately, wearing the Puma L.I.F.T. is a sensory illusion. So by injecting light into a room and onto a body, we conveyed the surreal sensation of actually walking in L.I.F.T.s – light-injected footwear.
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