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Cloudflow

A webGL experience showcasing the new “Cloudflow” running shoe from On-Running.

On-Running is a very innovative and new shoe company from Switzerland, creating specialists running shoes in classic swiss tradition of attention to detail combined with high tech modern fabrication.

On-Running, lead by their own research, creates running shoes which are unlike any other shoe brand. They are in a league of their own in terms of technical features and original research.

The idea was to match their innovative approach with an equally innovative promotional website for the new high-end running shoe, called “Cloudflow”., creating a different type of website compared to the usual Nike and Adidas sensory overlord. We wanted to express the distinct product features through individually beautifully crafted web experiences.

The concept was “Shortcut to runner’s high”, so we designed four experiences, one for each specific feature of the shoe. By rolling over different parts of the shoe we get catapulted into an abstract environment on click and hold, and ejected out of the experience on mouse release. The experiences are each a shortcut to the runners high, they take you straight into an abstract world, yet still manage to highlight specific functionality of the shoe, such as the mesh layer or the advanced “cloudflow” sole.

Credits:

Creative Direction – Thomas Eberwein (Thomas Traum Ltd) and Alex Griffin (Chord London)

Experience Design – Thomas Traum Ltd (Thomas Eberwein, Safwaan Motara, Maxime Dardenne)

UI/UX — Chord London

Development – Daniel Lewis

Sound – Loom