The challenge was to introduce the Ultraboost 19 running shoes in Brazil while adapting the concept of “new running” to the local context. In São Paulo, a city dominated by cars, bumpy streets, and insecurity, the brand saw an opportunity to join a movement where people were reclaiming the city.
We created Hacking.SP, a unique running experience without a defined starting point. Runners were invited to explore the city and create their own routes, guided by four urban artists who painted different paths. Hacking.SP attracted runners looking for a fresh way to experience the city and showcased the Ultraboost 19 as the perfect shoe for this activity.
The visual identity of this project adopts the concept of hacking, incorporating glitch images and diverse textures. The choice of this theme aims to evoke a technological and cybersecurity atmosphere. Glitch images, with their visual distortions and noise, add a sense of mystery and intrigue, establishing a connection with the digital world. Additionally, the diversified textures bring depth and realism to the design, making it more captivating and unique. The goal is to create an engaging experience for the viewer, making them feel like they are diving into a universe full of possibilities.
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Directed by André Inácio and Willy Biondani, the mini doc records the recent changes in the perception and use of urban space in the largest latin america metropolis.
