To celebrate the Loewe x On collaboration for their new shoe collection, I supported AKQA in presenting the campaign and installation work.

The project’s concept was based on Cloudtilt 2.0™ technology, featured in the shoes, and how it conveyed the sensation of weightlessness while moving across outdoor terrain and weather.

I created a series of animations that expanded the campaign’s visual language, portraying natural elements such as sand, water and clouds through abstract particle simulations, capturing the interplay between technology and nature.

Through an experimental and iterative process, I explored how wind, sand, water and clouds could behave in different forms and directions, focusing on qualities like weight, fluidity, softness and density. I framed the animations and worked on defining their world, using camera angles and colour palettes to bring all the elements together into a cohesive, living space.