Con McHugh Creates Animated Character for On's Cloudboom Max Running Shoe Campaign
By
Katy Cowan
Crackles when you bite it. Shows the baker did the work.
Summary
Illustrator and animator Con McHugh collaborated with performance brand On to create a 60-second animated commercial for the Cloudboom Max running shoe. McHugh transformed the shoe into a charming, charismatic character with sketched-on personality features including arms, allowing it to demonstrate its technical features through playful animation. The campaign concept involved the shoe introducing its own features, with McHugh developing the character's movement, gestures, and interaction with the script.
Key quotes
· 4 pulled"It was a huge amount of trust," says Con.
Con McHugh has teamed up with performance brand On to create a 60-second spot for the new Cloudboom Max running shoe, transforming it into a likeable character full of charm, wit, and bounce.
The campaign began with a simple idea: what if the shoe itself introduced its own features?
Known for his rhythmic linework and playful imperfections, the Bristol-based illustrator and animator helps to turn a humble sneaker into a charming, charismatic character.
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