“Soft is Strong” celebrates the comfort-driven innovation of the Cloudsurfer 2 — a shoe that redefines what high-performance running feels like. The campaign visualizes the sensation of running on clouds, using the signature CloudTec® Phase pods as the hero element. Each scene — from serene park trails to urban rooftops — evokes a different emotional state of flow, showing that softness isn’t weakness, it’s the new power. Designed as a still-image series, every visual adheres to a consistent composition system and tone, ensuring global consistency: clean layout, unified cloud pod design, and harmonious lighting transitions across all environments. All visuals were AI-generated and art-directed to match real product photography, maintaining On’s signature premium minimalism.