This iteration showcases the winterized version of the shoe. The film demonstrates the special weather resistant coating ontheflyknit threads and also a traction pattern on the outsole that channels water like a tire.

The main creative hurdle was to bring something new and fresh to the table. The bar set for product superiority films is very, very high.

We approached the film concept by carrying over the sense of zero-gravity from the previous films. We broke it down into three smaller progressions from micro to macro, showing the formation of the key material components of the product and its special physical properties. The behavior of the water, in combination with the sound design, is meant to evoke a feeling weightlessness.