ARTISTX.STUDIO HUGH TURVEY
  • 間 Liminal/Spaces
  • projects
  • about
  • contact

Joe Nimble - TOEFREEDOM, BÄR GmbH, Germany

1/2/2021

 
Picture

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.

Picture


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.

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Finished pieces and some working progress options

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.


The differences are so striking that they attract a lot of attention and explain the advantages of Toefreedom and Functional Footwear in an aesthetically sophisticated way without having to say too many words. In this way, advertising becomes the art of running. The Swabians want to present the motif for the first time at ISPO, where the new spring / summer collection of running shoes can also be seen. In addition, advertising space was booked in running magazines such as "Runner's World". Joe Nimble also wants to post the motif all year round on the Internet. Creation and media planning took place in-house.


About Joe Nimble Joe Nimble is a pioneer in the field of "Toefreedom" and "Functional Footwear". Company founder Sebastian Bär has been pursuing a mission for around ten years: runners should be able to practice their sport permanently painlessly. Together with Lee Saxby and other globally recognized experts in running technique and bio-mechanics Sebastian Bär has developed a revolutionary shoe design for uncompromising toe freedom and maximum stability. The range currently includes shoes from the areas of performance (road, trail, gym and recovery), lifestyle and kids. Joe Nimble has been awarded the Red Dot Award, the German Design Award Special Mention and awarded as a Top Innovator. Behind Joe Nimble is the traditional company BÄR GmbH, one of the world's leading manufacturers of shoes that support healthy and comfortable walking for 40 years on high-quality materials, innovative design, top quality craftsmanship and sustainability.


Your browser doesn't support HTML5 video. Here is a link to the Hugh Turvey showreal instead.

Under the management of the founding sons Christof and Sebastian Bär as well as Werner Ruf, BÄR GmbH / Joe Nimble employs over 500 people at locations in Ludwigsburg and in India.

Contact Saskia Müller PR & Events
Priorstrasse 10a 80997 Munich
www.saskiamueller.com
+49 178 342 15 67
Joe-Nimble@saskiamueller.com

Joe Nimble c / o BÄR GmbH
Pleidelsheimer Strasse 15
74321 Bietigheim-Bissingen
Ramona Kämmle
ramona@joe-nimble.com








Comments are closed.

    Archives

    February 2021
    December 2020
    October 2020
    April 2020
    December 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    December 2018
    August 2018
    November 2017
    December 2016
    November 2016
    January 2016
    October 2015
    January 2012
    March 2011
    November 2010
    August 2010
    November 2009
    May 2005
    September 2000

    Categories

    All
    App
    Art
    Article
    Award
    Book
    Collaboration
    Commercial
    Commission
    Consultation
    Editorial
    Engagement
    Exhibition
    Film
    Healthcare
    Interview
    Lecture/talk
    Outreach
    Personal
    Publish

    Author

    Hugh Turvey ASIS HonFRPS

    RSS Feed

London Studio Email
+44 (0)20 8819 8465
DACS ARTIST RESALE RIGHT MEMBER 
ORIGINAL ​X-RAY ART
COPYRIGHT © 1994-
HUGH TURVEY X-RAY ARTIST.   Xogram Pioneer.   Plethora of artistic and global brand collaborations.
Multidisciplinary / Experimentalist / Technologist

X-RAYARTIST.COM    XOGRAM.COM    ARTISTX.STUDIO    X-RAY.ART    x線.art    x光.art    РЕНТГЕН.ART   RAYOSX.ART   RÖNTGEN.ART    RAYONX.ART    RAGGIX.ART 
  


All global Rights Reserved. UK TRADING AS GUSTOIMAGES LTD SINCE 2005 (PREVIOUSLY AS GUSTO PRODUCTIONS LTD from 1999) a company limited by guarantee registered in England and Wales under company number 3799223. Registered office: Lynton House, 7-12 Tavistock Sqaure, London, WC1H 9BQ​     D&B D-U-N-S® Number: 238068022  
  • 間 Liminal/Spaces
  • projects
  • about
  • contact