ERKE Wu‑Jin Running Shoe

The director’s cut version of the motion design we produced for ERKE running shoes in July. Started from the microscopic product fabric display, bringing out the whole picture of the product, placing the product in an abstract environment, and using various interactions between the environment and running shoes to express the product function points.

Transparent fluid holds surging potential. Flowing water interprets the lightweight power of running.

Carbon textures wind along curved surfaces, cool iridescence flickers within folded crevices. Fluid contours soften the rigid boundaries of hard materials,deconstructing the inherent textural narrative of power amid shifting light and shadow.