To launch the Cloudboom Strike LS, a shoe with a lace-free upper sprayed by a robotic arm in a single, three-minute step, we bypassed the traditional product drop playbook. This was a multimedia blitz combining high-energy film, sharp static assets, and live activations. It’s a manufacturing revolution that ditches the glues, seams, and excess for pure biology-meets-technology performance.
Taking the lab directly to the streets, the campaign hit major global hubs with live "Spray Labs," turning complex engineering into performance art. From Paris to New York and Tokyo, we put the robotics front and center, stripping away the mystery of production. No hiding behind slick edits—just raw innovation on display. It serves as a direct challenge to the industry status quo, proving that the future of running isn't built, it's sprayed.
With @adrianpirlet @wilsonjosh__@byjacqui @supermandang @zsofianemes @simonalmers @theomcinnes @matt.tucker.studio
