Joe Nimble - TOEFREEDOM, BÄR GmbH, Germany

While brainstorming how best to visually implement the campaign's message, the company came across artist and photographer Hugh Turvey. The Briton has been combining science and art in his "Xograms" for around 25 years by x-raying everyday objects and then processing the images artistically. A look below the surface reveals new worlds "The photographic process was historically called 'shadow photography' but is now more commonly known as radiography," explains Turvey. "It's a process very similar to making photograms, but instead of using visible light, I expose the film to x-rays and call these Xograms." By using 17x14-inch film that is larger than that used for traditional photography, Turvey creates a special level of detail on a 1: 1 scale. "With his art, Turvey makes it possible to take a look beneath the surface of things and thus reveals completely new worlds," explains Bär. "He was exactly the right partner for our campaign." The Briton x-rayed the position of the feet in conventional running shoes and in shoes by Joe Nimble.

Press Release:

Why Hugh Turvey X-rays for Joe Nimble Running Shoes...

Conventional running shoes restrict the toes and not only worsen stability when running, but also increase the risk of injury. In order to make this fact visible, the specialist for functional footwear, Joe Nimble, relies on the combination of science and art for his current print and online campaign.

As a pioneer in the field of "Toefreedom" and "Functional Footwear", Joe Nimble has been campaigning for around ten years to ensure that runners can practice their sport without pain over the long term. With a print and online campaign, the manufacturer, based in Bietigheim-Bissingen in Swabia, now wants to explain how conventional running shoes restrict the toes and thereby prevent their natural anchoring and stabilizing function. "The aim of our campaign is to show how the position of the foot in conventional running shoes differs from the position of the foot in Joe Nimble's shoes," says Managing Director Sebastian Bär.

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