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On – Launching the Cloudflow

On are a Swiss running company who have revolutionized the running world. Their ‘CloudTec’ technology was and still is the first cushioning system which is active when you need it the most - when you push off. On running shoes allow runners to land soft and push off hard, providing the optimal running experience.

The Cloudflow is the first shoe in next generation of On’s footwear range. It represents seven years in advancement of materials, design, engineering and aesthetics. The claim of Cloudflow is that it is the shortcut cut to runners high. Meaning it propels runners to reach a euphoric endorphin state faster. It was this unique feeling that we needed to communicate.

Taking the claim of 'shortcut to runner's high' and aesthetic of the shoe as the inspiration we concepted a series of animations that could be developed into an interactive webgl experience. We created moodboards that expressed four key benefits of the shoe through shape, movement and colour. Collaborating with the team at Thomas Traum we developed these into psychedelic representations of the runners high. By combining 3D, sound and interactivity, the worlds collectively relate to the experience of a runners high. We took these code from these animations and with a webgl developer created an online experience where users could test drive the runners high.

My role

Concept
Art Direction