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Well, this background appears in other ads with other shoes in front of it, and this same shoe (looks to be identical) appears on top of other backgrounds, so it seems that it's a composite. It also has some artifacting and the shoes don't have perfectly cut edges in the ads. Do you think it's some interesting backdrop that's been created with mirrors or screens or something?

Either way, I'm interested in achieving a similar affect. It's difficult to find the exact words to search for – I'm looking for glass, ripple, etc., and most things tend to lead me to water effects

Edit: Actually, after finding some other imagery from the campaign it looks they captured some photographs with that effect and then altered them for various ads and installations.