On Running, Swiss athletic shoe and sportwear brand, wanted to create motion visuals for their 2022 holiday campaign. While On Running knew from the very beginning which products they wanted to feature in this campaign and the number of motion deliverables they would need, their initial concept outline lacked a cohesive narrative through-line.

For this reason, we collaborated with Alter Bureau to develop the overarching narrative for the campaign, from which visual concepts could then be derived. The concept proposed by Alter and ultimately chosen by On featured a singular message, likening unwrapping an On product to uncovering a future experience. "Uncover new ground." This conceptual structure was iterated upon to derive proposals for visuals, always with the same progression : a material texture relevant in an athletic context from which the On product emerged, as if it was being "unwrapped". Because of the technical complexity of proposed motion and material interaction, we proposed an entirely CGI in-house production. Product samples were delivered by On, which were then 3D-scanned internally.

This project was also peculiar in that versioning included provisions for the German, Chinese, Japanese and, of course, English markets, which led to a multiplication of deliverables. From the first briefing, before inclusion of Alter Bureau into the project until the very last version deliveries, project schedule was about 3 months.