On Running - Cloudsurfer Max “The Big Softie”
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Campaign Fashion Island
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Campaign Fashion Island
For the Cloudsurfer Max “Big Softie” campaign, Duggal Visual Solutions brought On Running’s sculptural softness concept to the West Coast with a refined, high-clarity installation at the Fashion Island store. The campaign window featured a striking large-format lightbox supported by two SEG hanging lightboxes, creating a bright, layered presentation that framed the hero footwear story in a clean architectural grid.
To deepen the tactile narrative behind the “Big Softie” theme, Duggal fabricated three custom small foam blocks—each strapped tightly with bold ratchets on aluminum bases—paired with a fabricated foam podium and three large foam-and-aluminum shoe risers. These sculptural elements anchor the display and echo the campaign’s playful exaggeration of cushioning and comfort, combining set design, material storytelling, and precise fabrication.
The window also incorporated three bubble-cut foam forms, small hanging lights, and two custom freestanding lights designed to illuminate the podium and graphic moments. Duggal managed every phase of production, including site survey, fabrication, packing, courier delivery, removal of the previous campaign, carting & disposal, and full installation, ensuring a seamless execution aligned with the brand’s national multi-store rollout.
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