Merging 3D character scans and CG chaos into drone and 360 live-action footage, Builders Club translate a glitchy gaming aesthetic into a world-building exercise for Swiss sportswear brand On Running and their new Cloudgo trainers.

Jonas Hegi, Director at Builders Club: “We really liked the idea of all the things that go wrong in video games and applying that to the real world in a stylized way. Basically messing up our runner’s environments to the point where it becomes an Escheresque landscape where nothing makes much sense anymore.

“What really excited me early on was our tests with 360 cameras and the seamless integration of CGI. Playing with the typical 360 camera aesthetic and its possibilities and using the technology in a new context was one of the most challenging things in the whole process yet also one of the most rewarding ones.

“We were lucky to have a really dynamic, open brief to play with, incredible mutual trust, and a team of creative minds all eager and open to creative exploration. Pushing outside of the usual brand approach to create a surreal depiction that is still rooted in reality.”
 

 
Client: On Running

Agency: Studio Voile

Production: Builders Club
Animation: Builders Club
Director: Jonas Hegi

Edit/Grade/Post: Okay Studios

Music: James Kelly