The Client

Pearl Izumi is at the core of performance apparel. For over half a century, they have led the way for innovations in fabric technologies, garment construction and design. Founded in Japan and continually developed in Colorado, they still live to create the best performing apparel and footwear across the ride, run, fitness and triathlon markets.

The Challenge

We were tasked with creating a series of advertisements for the Pearl Izumi Dynamically Different campaign demonstrating an evolution in running comfort. We visualised this through the concept of running on feathers – maximising your running pleasure, whether you’re out exploring forest trails or creating an urban adventure. We worked with an internationally renowned studio photographer to help bring the new Pearl Izumi ‘Dynamically Different’ campaign to life.

The Result

The shoes and feathers were photographed separately to the background composition then artworked in during postproduction, focusing on the products themselves and sending a clear message whilst making the images look seamless. The final images produced for the Dynamically Different campaign were eyecatching and innovative and were applied to multiple point-of-sale products, print and digital media to maintain consistency across the whole brand. We also created a mini feature movie with behind the scenes footage of the campaign being shot.

Behind The Scenes Movie

“Having successfully worked with Brandwave in the past, we briefed them to create a series of compelling images for our Dynamically Different campaign. The objective of depicting an evolution in running comfort, was successfully met by the Brandwave team.”

Lorna Schouten