SomethingAdded manufactures 3D-printed running shoes. Its business model targets two audiences: major footwear brands, to whom it offers its industrial platform and technology, and runners, with whom it tests its own models. When we came on board, only the brand identity existed, designed by a Barcelona-based studio.
The challenge: to make an industrial feat accessible without losing the runner in technical jargon. Romain defined the strategy, and we chose to separate the messaging rather than blending it.
The website is primarily aimed at industrial partners. A UX workshop established the narrative in three stages: technology and materials, product, and services. Lucas developed it in Webflow, animated it with Lottie and GSAP, and integrated a CMS that the marketing team manages independently.
The films open two doors. The first takes you inside the factory, among rows of printers and orange lattice soles. The second follows runners by the sea, focusing on sensation and performance. With Lucas and Karl directing, Emile on cinematography, Jules editing, Ugo on sound design, and Maxime on color grading, the two messages are then adapted for social media.
