Case study

To build excitement ahead of Y-3’s much anticipated new shoe release, the NOCI 0003, we were asked to create a series of teaser films and campaign images to launch the new silhouette. 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 which drew in 6 litres of Ferrofluid turning the shoe into a piece of kinetic art. A countdown online saw the film played in reverse, slowly revealing the shoe over time.

To support the films, a series of campaign images were developed featuring the NOCI 0003 as if worn by an invisible dancer, capturing only his reflection in black liquid, allowing the viewer to imagine themselves owning and wearing the shoe.