For Loewe x On’s shoe collection, I helped AKQA to bring the campaign and installation work to life as a case study.

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 and density. I also extended this approach to unifying them into a cohesive space, thinking about the ways camera angles, focal lengths, colour palettes and lighting defined their world.