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.
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