The Tecton X 3 FlyLab helped introduce a next-gen trail shoe at the world’s most prestigious trail race – Ultra-Trail du Mont-Blanc. Our task was to unveil Tecton X 3 in a way that excites consumers and creates media buzz around the new product launch, while nodding to the tech-forward nature of the product. A museum display of prototypes led to a 360 degree video of abstracted trail landscapes. Those landscapes told the story of each individual element of the shoe, with each technology individually highlighted within custom illuminated display cases.

Role: Art Direction – 3D & 2D

Team: Adam Larson, Article (Agency)

Photography: Peignee Verticale