Jaguar Σ Tennis (1982) ジャガーΣ テニス

Promotional material for the shoe company Moonstar's Jaguar shoe series, specifically for the pair branded with the “Σ ” symbol. This particular design was first released in the 1980s.

The work is divided in half with the top half being an image of a woman playing tennis, wearing the particular tennis shoes for the advert. The subject is Seiko Matsuda (松田聖子) who was one of Japan's most popular idols in the 1980s. 

The bottom half, rather than a photo, is a minimalist layout of text and an image of the product being promoted.

The most interesting aspect of the poster's design is how it makes creative use of elements of tennis. 

The work being divided in half is reminiscent of a tennis court's two sides. As for the text, it is arranged in such a way that it “moves” in the same trajectory as a tennis ball hitting the ground and bouncing upwards.