GLOBAL CAMPAIGN 2025

MIZUNO SPORTSTYLE GLOBAL CAMPAIGN 2025: SPACE PACK

Short Film and Stills

Concept & Intent
For this project, I set out to position the Mizuno Space Shoe outside of conventional sportswear imagery and into a speculative, future-facing context. The idea was to treat the shoe not simply as a performance object, but as an artifact from an imagined environment—one where movement, gravity, and identity are redefined. By framing the product within a space-inspired visual narrative, I aimed to amplify Mizuno’s technical legacy while opening a more progressive cultural dialogue around the brand.

Why This Approach
Mizuno’s strength lies in engineering and precision, but the Sportstyle line required a shift in perception—away from purely functional messaging and toward lifestyle, expression, and experimentation. Space became a metaphor for this transition: a setting that naturally suggests innovation, weightlessness, and evolution. This allowed the campaign to communicate performance indirectly, through atmosphere and physical tension, rather than overt technical explanation.

Method & Visual Language
I developed a CGI and VFX-driven visual system that merged real-world physicality with surreal spatial environments. Extreme camera angles, distorted perspectives, and gravity-defying poses were used to exaggerate movement and reframe the shoe as the visual anchor of each scene. Color, lighting, and material behavior were carefully controlled to echo cosmic references while remaining coherent with the product’s actual construction and surface qualities.

Process & Execution
Throughout the process, my focus was on maintaining believability within abstraction. I treated lighting, shadows, reflections, and fabric behavior as if they were governed by real physics, even when the environments themselves were fictional. This balance ensured that the shoe always felt tangible and wearable, grounding the fantasy in reality. CGI was used as a narrative extension of the product design, not as a stylistic overlay—allowing the visuals to enhance, rather than overpower, the object at the center of the campaign.