"Photographic headline relating to velocity with the idea of showing the speed of ZOOM products. Futura Extra Bold Condensed Oblique was used for the Z and the M, and the Os were created freehand. On an asphalt background, the white parts of the lettering were made with shots of street signage paint to get the most authentic details. The loops were written in burned rubber, left by what looks like the shoe doing a tire burnout trail, created physically to feature the sole pattern and the most realistic movement and enveloped in smoke to visually maximize the dynamic feel of the scene."