SomethingAdded is reinventing the running shoe through 3D printing. The challenge was twofold: to make a groundbreaking industrial feat accessible without intimidating the runner, and to convey the tangible benefits of a custom sole. We responded with a comprehensive strategy, spanning everything from the website to the content.
On the digital side, an initial UX workshop allowed us to structure the narrative into three key pillars: technology and materials, product, and services. In Figma, we designed a variable-grid interface inspired by lattice soles, animated on scroll using Lottie and GSAP to create a site that, like the brand itself, is in constant motion. A custom Webflow CMS manages dynamic content and keeps pace with their iterative development, complete with a design system, user guide, and training for the marketing team.
Regarding content, we developed a hybrid format blending mini-documentary and brand storytelling, centered on engineering, the athletic experience, and the industrial platform. The campaign includes a 2'30'' hero film, three 30'' vertical edits for Instagram and LinkedIn, and a library of 40 lifestyle and product photos.
