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CD Juanma Mota and the motion design crew at Pleid St. in Madrid elevate the art and science behind very comfortable shoes with this elegant explainer for US brand OOFOS and their mission to build Active Recovery footwear.
Juanma Mota: “The goal was to visualize the core of the OOFOS brand: the feeling of active recovery. Rather than simply showing the shoe, the film translates sensations such as pressure relief, softness, and calm into a tactile 3D experience driven by motion and material behavior.
“The intention is not to explain the product, but to allow viewers to intuitively feel what wearing the shoe is like through visual language alone.”
“From a production standpoint, the challenge was balancing realism and abstraction: developing materials that conveyed softness and support while maintaining a clean, graphic and premium aesthetic. The intention is not to explain the product, but to allow viewers to intuitively feel what wearing the shoe is like through visual language alone.
“Through a tightly art-directed CG pipeline, custom look development, and controlled lighting, the film expresses recovery as a calm, sensory experience rather than a technical demonstration.
“Inspired by the campaign’s OOmy Zen concept, the film draws subtle parallels between product technology and nature. Using OOfoam™ and seamless knit as core digital materials, we built a surreal yet grounded environment where material, movement and form merge.”
Client: OOFOS
Agency: Callen
Production: Black&Co.
Design/Animation: Pleid St.
CD: Juanma Mota
Designer: Pablo García Robla
Digital Artist: Ruye Ruye
3D Generalist: Alejandro Caro
Creative Project Manager: Noemí Álvarez
Management Agency: Levine/Leavitt
Music/Audio: Facundo Capece
