In partnership with Zurich’s University of the Arts, ZHdK, On set students a challenge to celebrate the launch of the new Cloudflow: how to interpret the idea of “runner’s high” in a creative way. The result of the project was two short videos. Tying in with “Black Friday” and “Cyber Monday” the students wanted to encapsulate the freedom running brings from daily life and stress, while combining that idea with a more fantastical world representative of the runner’s high.
The first video opens on a female runner in a busy city.
“Phase one of the video characterises the stressful, tense and overloaded urban world, in which we find ourselves every day,” said the ZHDK students.
“There is no green and a lot of grey. The city skyline is very dense and should create an overpowering feeling. The sky is kept very dark, to accompany the “Black Friday” theme. In the air is also a Zeppelin with an eye, that symbolises the constant surveillance and pressure of our society.”
The hand works as a poetic transition into the second world. There, the runner escapes from the turbulent everyday life and runs through a more interesting world that features slow, calm and relaxing elements like the snail, the cup of tea or the dandelion – the relaxation and “road less travelled” needed to achieve runner’s high. We hear her breathing hard, again tying in with the over 80% exertion needed to achieve the high.
The second world takes place in nature, to make the contrast to the first phase as big as possible. The twinkling stars and the shooting stars symbolise a dreamy world high, while the Matterhorn stands for Swissness – a throwback to the On brand. The hand with the magnifying glass reminds the audience to slow down and take a closer look the world to see surprising things, again back to the 8 steps and “no distractions” from technology and tools.
The Cloudflow is featured at the end of the video, with the world snapped up into it, showing how the shoe is the “shortcut to runner’s high”, with a final yell one last head nod to the high, and the release of hormones needed to help trigger it.
The second video – “Cyber Monday” – focuses this time on a male runner.
“Phase one of the cyber Monday video starts with a very digital and more abstract world,” said the ZHDK students.
“Zero and one digits in the background as well as on the floor remind us of how omnipresent the digital world is in our life. The runner runs over a loading bar, loading the runner’s high – and in the skyline we embedded hardware devices to give it an even more technical feel to it.”
In the foreground you can see many icons of apps which play a very important part in our life and sometimes overwhelm us with information. This ties in with the steps, as “no distractions” are needed to reach the high.
In the second part of the video, the runner runs through a more natural feeling world. We divided the second phase into two parts, but that are both the same world, and focuses more and more on the beauty of nature, yet with strange and even eerie touches (needed for the high – step 8).
The flamingos add a very colourful and dreamy touch but in general, the colours are kept quite bright to anticipate the sharpened senses we have on a runner’s high. In the end, the world collapses into the shoe with a shout of excitement (one of the steps needed to increase hormones for the high).