On CloudTouch
Street football meets its purest form. A concept exploring the interaction between the foot and the ball, through On’s philosophy of effortless performance.
Unofficial conceptual project. Not affiliated with or endorsed by On.
- Brief
- “Design a shoe for a new sport for On”
- Scope
- [Artistic direction] [Strategy] [AI visualisation]
- Footwear design
- Samudra Guenegou
- CGI & animation
- Ali Zeyada
- Sound design
- Ronan Deranville
- Tools
- Sketch, Photoshop, Illustrator, Vizcom, Blender, After Effects, Reaper
In street football, smaller spaces make the first touch critical, the ball needs to stick to your foot.
RnD / Stillframes & Creative Development
For the CGI part, the Control Ring™ drives the visual direction and sets everything in motion.
Its concentric ripple pattern radiates outward with every touch, a visual language for control, precision, and the feeling of the ball never leaving your foot.
"Grainy, muted, raw, warm and dreamy." The visual ambiance captures both the worn textures of the courts and the hypnotic feeling of being completely in the zone.
Creative Process / Frames
Frame by frame the shoe comes alive. The material breathes, the pattern spreads, the light gives it weight.
The Control Ring™ pulls the ball back in. The Soft Touch™ absorbs what comes first.
Two features for one feeling: "Effortless Control."
The ground answers the shoe.
Every touch leaves a mark: pressure, grip, direction.
The field becomes part of the shoe.
Behind the scenes
The concentric ripple effect was built entirely in Blender with Geometry Nodes: procedural, fully controllable and animatable across the surface rather than modeled by hand.
The same node setup drives the terrain, so shoe and field share a unique flow logic.
Sound Design
The audio track consists of a large number of unique sounds and sound effects to create a rich auditory experience.
The whole piece is divided into three parts: birth, life, and purpose.
The aim was to follow the shoe's evolution throughout the video, emphasizing the key moments and bringing the more abstract moments to life.