Ingmar Swalue Photography's "Seriously Ace" Wins Silver A' Design Award

On-running's New Shoe Design Showcased in Unique Exploded View

The project was initiated by a brief from the art director at On-running, Laurence Stoffel. The key elements of the product, visual style clues, and inspirational images were provided, leaving the execution to the photographer. The technique and props needed for the shooting of the product were decided, followed by test shots and discussions with the art director. The final composition was achieved in post-production, combining different photos of the product and its elements.

The visuals were created using a high-res camera in a studio setting, with the final composition created in Adobe Photoshop. The images are intended for use in advertising, window displays in combination with the physical shoe or its elements, and for the collection brochure.

One of the challenges faced during the project was creating a coherent composition. The different sizes of elements had to be logically arranged to create a new composition where magnification doesn't become a disturbing issue. The final product is more than just the addition of all elements, it is an intricate balance. In the end, there is a stable and beautiful running shoe.

The project took place over 1.5 months in Zurich, Switzerland, and Rotterdam, the Netherlands. It started with visual research: technical imagery, abstract photography, and extended product photography. The essential elements of the running shoe were identified and shot, with feedback from the shoe designers on what parts serve what function. The chosen visuals also translated into window presentation design and point of sale design.

The "Seriously Ace" project showcases the complexity of a shoe in both its elements and its total. The key in these visuals is emphasizing both function and beauty of the engineered elements. The Silver A' Design Award is rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.