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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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If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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