Uniqlo has rolled out a visual digital campaign on Pinterest, the third most popular social network in the world.

In collaboration with a New York-based agency Firstborn, the Japanese clothing retailer’s team used more than 100 shell accounts to create six pinned rows of long graphics in a five-category takeover. Users can view the animated graphics styled as an old film strip. The ‘mosaics’ consists of images of Dry Mesh T-shirts, the garment that keeps the wearer dry by wicking away sweat. To promote its functional wear, Uniqlo has recently signed Serbian tennis player Novak Djokovic.

The Uniqlo branded mosaics can be seen by all Pinterest users, not only Uniqlo followers. The Uniqlo Dry Mesh Project is ‘pinned’ to five categories on Pinterest such as Men’s Apparel, Women’s Apparel, Geek, Fitness and Sports.

Uniqlo and Firstborn used the Pinterest feature allowing an unlimited length of images. The campaign got many positive responses—users called it “smart,” while some users said the initiative was not really interactive.

“To be honest, I thought there were going to be more negative reactions,” said Dan LaCivita, president of Firstborn, in a phone interview to Mashable. “Some people are saying we hacked Pinterest, but we didn’t change or alter their system.”