Armenian motion design studio Innerlights makes their Stash debut with this distinctive launch film for a collab between Spanish car maker Cupra and 3D-printed footwear brand Zellerfeld, unveiled at Milan Design Week.

Margo Martirosyan, project manager at Innerlights: “Zellerfeld is known for 3D-printing sneakers, so it was essential to visually emphasize the printing process while connecting it to Cupra’s automotive world.

“Since sneakers and cars are fundamentally different in scale, material and form, we faced a creative challenge: how to unite two distinct objects in a single visual language. To bridge that gap, we leaned into a conceptual approach using lasers.
 

“Since sneakers and cars are fundamentally different in scale, material and form, we faced a creative challenge: how to unite two distinct objects in a single visual language.”

 
“Lasers became the common thread between both worlds, highlighting the sneaker’s inspiration drawn from Cupra’s parametric design, almost as if scanning its surface, while also echoing the precise, technological feel of 3D printing. This allowed both products to exist together in a shared, modern, and futuristic visual space.

“Since the lasers became almost a third protagonist in the video, we conducted extensive R&D to explore their behavior: what color they should be, how they move, how they reflect on surfaces, and whether they should feel flat or volumetric. After testing various approaches, we decided on Cupra’s signature copper.

“This choice deepened the connection to the brand while allowing us to explore three distinct laser behaviors: Flat scans across surfaces, echoing design analysis; Volumetric beams in space, acting as a light source; And dynamic movements, mimicking the 3D printing process.”
 
 

 
Client: Cupra, Zellerfeld

Agency: Vampire

Production: Innerlights
Director: Innerlights

Music/audio: Innerlights