A Whimsical Ad Uses Conductive Thread to Light Up Miniature Scenes Made of Yarn and Fabric

A Whimsical Ad Uses Conductive Thread to Light Up Miniature Scenes Made of Yarn and Fabric




Craft
Design

#advertising
#electricity
#light
#thread
#video

September 8, 2021

Grace Ebert



Simple landscapes dotted with felt trees, miniature power lines, and spool-propelled ambulances become twinkling nightscapes and whimsically glowing scenes in “Connecting Thoughts.” The advertisement, which was created to promote the Japanese infrastructure firm Kandenko’s “Everyone Lights up the Future” message, uses Smart-X conductive thread to send electric currents through figures stitched into gloves and around yarn-based architecture, illuminating each scenario with tiny bulbs. This short piece follows the company’s 2016 ad, which used a conductive marker to create a dazzling pop-up book.

 

#advertising
#electricity
#light
#thread
#video

 

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