On Running - Cloudsurfer Max “The Big Softie”
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Campaign - Williamsburg
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Campaign - Williamsburg
For the Cloudsurfer Max “Big Softie” campaign, Duggal Visual Solutions brought On Running’s signature softness story to life inside its Williamsburg boutique with a sculptural, prop-forward installation. The window featured three precision-cut “bubble” foam forms, cinched with bold ratchet straps to dramatize the cushioned Cloudsurfer Max feel—an eye-catching interpretation of the campaign that combines set design, product storytelling, and tactile retail display.
A custom foam frame with a strapped centerpiece (leveraging the store’s SEG frame) created a dynamic sneaker showcase visible from the street, while a striking fly poster wall and large-format SEG lightbox framed the interior environment with high-impact graphics that aligned seamlessly with the national rollout.
Inside the store, Duggal fabricated foam-and-aluminum shoe risers, including two oversized units and a foam bench cover with integrated straps, reinforcing the “Big Softie” concept across multiple touchpoints. The project included full fabrication, packing, van delivery, and installation, ensuring a smooth transition from the previous campaign and consistent presentation with other key U.S. locations.
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