Say what you mean, do what you love and fucking send it
Solarpunk optimism to launch the next iteration of a footwear icon
Having creatively steered the launch of R.A.D ONE, the shoe that disrupted the performance footwear sector, Fluoro created a campaign to build excitement for innovative designs of R.A.D ONE V2. It speaks to the key moment of an online purchase – its arrival in real life – and feeds into the drop culture that the brand is built on. We used R.A.D’s Delivery Systems concept as a metaphor for ‘delivering the future of innovation’ and created a fantastical 3D realm where the shoe is engineered – a sort of bio-organic surf shack-meets Willy Wonka-meets nineties rave.
Industry Sports performance footwear
For stills and moving image, Fluoro devised the concept of a bio-organic dome, which is the R.A.D Design Facility blending surf shack with uber-futuristic solar innovation lab. An ethereal, surreal world, it’s inspired by the future-optimistic solarpunk movement.
The shoes spin weightlessly above the sea, silhouetted against a pastel sky. A muffled psychedelic rock track hums like a distant radio, blending with the soft whir of solar-powered machinery. Then, layer by layer, the R.A.D ONE V2 emerges – its construction revealed in precise, deliberate stages.
“This campaign isn’t just about selling sneakers; it’s a rallying cry against the destruction of joy in fitness culture, blending lo-fi authenticity with hyperreal creativity.”
Creative Pool
‘R.A.D Delivery Systems’ presents an exciting shopping experience for a brand with no permanent physical outlets, but which lives online and in real-world activations. Fluoro created a comprehensive graphic toolkit to cement the wide world of assets and executions together. R.A.D’s guerilla-style US launch tour saw original Ford F59 delivery step vans, caked in bespoke R.A.D ONE V2 stickers, showing up at specified locations and selling shoes and merch out of the back. The campaign we video we directed shows athletes decked out in bespoke Delivery Systems apparel using the Fluoro graphic identity, filmed on doorbell cameras, emptying the vans, garden hopping, running, skateboarding and delivering R.A.D ONE V2 trainers to peoples’ doors.
“Fluoro devised our distinctive retro-futuristic aesthetic within a sharp design discipline, which we can activate wherever our community meets us.”
Benjamin Massey, R.A.D® founder
Brand assets were created in dynamic response to R.A.D’s fast-moving business development and product releases. Brand and advertising are viewed as a continuum, with all activities supporting a compelling overall experience.
