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 arrived, only the brand identity existed, designed by a Barcelona-based studio.
The challenge: making an industrial feat clear to both audiences. Romain defined the strategy, and we chose to separate the messaging rather than blending it. The site is primarily aimed at industry professionals, but also at runners seeking technical information and following the latest innovations. A UX workshop established the narrative in three stages: technology and materials, product, and services. Lucas developed it in Webflow, animated with Lottie, WebGL, and GSAP, featuring a CMS that the marketing team manages independently.
The content follows three pillars: the technological feat, the benefits of the sole for runners, and an industrial platform that running brands could adopt. A long-form piece brings them together, while two films then separate them for the site. The first takes you inside the Barcelona factory, among HP printers that look like large paper printers, yet produce shoes. The second follows four runners through the city and along the coast. No 3D, even to show the inside of the printer: everything SomethingAdded does is real, and the films stick to that reality. Lucas and Karl directed, Emile handled cinematography, Jules edited, Ugo did the sound design, and Maxime managed the color grading, using a cold tone to make the orange of the soles pop. Six stories then adapt each pillar for social media.
