Diadora
Run Valley
It all starts in the Montebelluna Valley, Italy. A territory that symbolises Diadora, where the only “Made in Italy” runner on the market is being crafted by some of the world’s best sporting gear technicians, manufacturers and designers in their innovation lab. The handcrafted detail is celebrated through nine episodes and stories unveiling the innovative journey’s iconic stories.
A movement in the making
To honour the kinetic motion of running itself and the machines from the Diadora innovation lab, a set of kinetic sculptures were constructed with intricate detailing from the shoe designs, representing key features from the acceleration and toe spring in the carbon plate for the Gara Carbon, to the feeling of a fluid run created by the thicker midsole of the Cellula.
The Fluid Run
A new perception of movement is introduced with Cellula, the low-drop, smooth, neutral trainer, offering a glimpse into the smooth movement of running. The sculpture interprets the movement, without trying to frame it, but letting it flow, effortlessly and endlessly.
A matter of craftsmanship
The first Made in Italy running shoe in the last thirty years. A combination of workmanship and an understanding of aesthetics is expressed through the Atomo V7000-2. A handcrafted object expresses a manual skill, an ability learned through years of commitment and effort.
Research and development
Finding a way to replicate the art of craftsmanship of Diadora whilst representing the passion for the long tradition of excellence in these nine stories, allowed FutureDeluxe to express the movement of different routes in the development phase.
Directed and Produced by FutureDeluxe
Client: Diadora
Executive Creative Director: Adrian Lawrence
Executive Producer: Tanya Curnow
Senior CG Artist: Conlan Normington, Harry Warne
Producer: Laura Wesolowski
Design & Animation: Matt Hopkins, Justin Fels, Mikaela Stafford, Cameron Fernandes, Annie Ngo, Kyle Minors
Live Action, Producer: Nick Canham
Live Action, Director of Photography: Ross McLennan
Live Action, Prop Master: David Marriott
Sound Design: Tom Smith