On Runs on One Path in Unstoppable Cloudboom Shoes Campaign

To release their brand new running shoe, The Cloudboom, On wanted to create a film that shows fast marathon-like running in the city, and meets the expectations of a high-tech product. This shoe is engineered for competitive running on concrete, so obviously continuous speed is the important topic to feature in the film. 

From the start the idea of a dark otherworldly city was on the table - a world that builds up, like a game activating new levels. To add this feel of a video game, the runner is guided by the neverending light. Effortlessly the runner glides through the city and demonstrates the power this shoe can unleash. A combination of shot footage and full CGI elevates this film to another level and lets you dive into a Tron-Like world. 

The concept is simple: One runner, one pair of shoes, and one path. 

Director, Tobias Bonfanti: “This one was really exciting. Due to the current pandemic situation we had to come up with a simple setup but still give the film a grand feel to it. We worked closely with VFX artist Roman Kaelin and shot the whole commercial during one night to achieve this otherworldly look. The whole thing really came together in the post-production when full CGI and the music was added.”