Builders Club imagine a playful storytelling and soft visuals for On Running campaign
On Running has once again partnered with creative studio Builders Club to bring to life its SS25 Soft Wins campaign, spotlighting the launch of the Cloudsurfer 2 trainer. This collaboration continues the brand’s tradition of blending innovative performance technology with imaginative storytelling. At the center of this unique campaign is a beloved and unexpected character—Elmo. As the official Soft Wins Run Coach, Elmo embodies the concept of softness in both spirit and visual representation, making an iconic entrance into the world of running culture.
The campaign not only introduces the next-generation Cloudsurfer 2 but also serves as a visual and conceptual homage to On Running’s commitment to innovation. Central to the shoe’s design is the cutting-edge CloudTec Phase cushioning, which inspired a creative exploration of movement, texture, and softness in digital space. Builders Club was tasked with transforming these technical features into a visually arresting narrative that resonates with both runners and design enthusiasts. A related example of their surreal sports storytelling is the Builders Club x Adidas ZX campaign.
To express the idea of softness as a performance enhancer, the creative team engaged in extensive digital experimentation. Early motion tests and renders were conducted to explore how softness could be conveyed visually through various materials and environments. The motif of Elmo’s fur became a recurring visual element across campaign visuals, bringing a tactile softness into the high-energy world of running footwear. This fur was more than an aesthetic choice—it symbolized the fusion of comfort, playfulness, and advanced performance that defines the Cloudsurfer 2.
The result is a striking digital experience that merges physical sensation with virtual experimentation. By creating simulated scientific experiments using different soft materials, the Builders Club team was able to construct an imaginative yet technically grounded visual identity for the campaign. This not only underscores On Running’s explorative product development approach but also sets a new benchmark for storytelling in athletic wear marketing.
All images courtesy of Builders Club
- Direction, Production and 3D Motion & Design by Builders Club.
- Composer – Chris Banks
