On challenges ZHdK students to interpret “runner’s high” and release a first video
In partnership with Zurich’s University of the Arts, ZHdK, On set students a challenge to celebrate the launch of the new Cloudflow: how to interpret the idea of “runner’s high” in a creative way.
The result of the project was two short videos, the first of which is released today.
Tying in with “Black Friday” and “Cyber Monday” the students wanted to encapsulate the freedom running brings from daily life and stress, while combining that idea with a more fantastical world representative of the runner’s high.
The first video, simply entitled “Black Friday”, opens on a female runner in a busy city (see it here).
“Phase one of the video characterises the stressful, tense and overloaded urban world, in which we find ourselves every day,” said the ZHDK students.
“There is no green and a lot of grey. The city skyline is very dense and should create an overpowering feeling. The sky is kept very dark, to accompany the “Black Friday” theme. In the air is also a Zeppelin with an eye, that symbolises the constant surveillance and pressure of our society.”
The hand works as a poetic transition into the second world. There, the runner escapes from the turbulent everyday life and runs through a more interesting world that features slow, calm and relaxing elements like the snail, the cup of tea or the dandelion – the relaxation and “road less travelled” needed to achieve runner’s high. We hear her breathing hard, again tying in with the over 80% exertion needed to achieve the high.
The second world takes place in nature, to make the contrast to the first phase as big as possible. The twinkling stars and the shooting stars symbolise a dreamy world high, while the Matterhorn stands for Swissness – a throwback to the On brand. The hand with the magnifying glass reminds the audience to slow down and take a closer look the world to see surprising things, again back to the 8 steps and “no distractions” from technology and tools.
The Cloudflow is featured at the end of the video, with the world snapped up into it, showing how the shoe is the “shortcut to runner’s high”, with a final yell one last head nod to the high, and the release of hormones needed to help trigger it.
Says On, “The students have done an incredible job bringing to life something so intangible as “runner’s high” and creating an entire world around it. It was an interesting project to be part of, and we are looking forward to more collaborations with ZHdK and the students in the future”.
The second video will be released Monday, and can be seen on YouTube here).
To learn more about the steps to runner’s high click here here