< Back
< Back

Documenting the Potential of Polyurethane in Footwear

BASF Co-branded Polyurethane Concept Shoe Video

Client

BASF

Year

2026

Category

Art Direction, Graphic Design

Team

Art Direction & Graphic Design: Roxann Gan

Animation: Yong Kang, Kah Seng

Supervision & Final Approval: Krystal Liau, Head of Agency

We were approached by BASF to create a video and A4 infographic showcasing the PU innovations and technologies behind the Polyurethane (PU) Concept Shoe.

The PU Concept Shoe was developed through a collaboration between BASF, Clarks, and The Direct Collective, combining expertise in materials, footwear, and design to explore the potential of PU in footwear. It later influenced Clarks’ real-world product, TRIEASE.

-

-

Clean, engaging, and story-led. A shift away from BASF’s usual technical and dry style.

I developed the creative concept and art direction for the video, taking a scientific, documentary-style approach, as if walking through a research journal documenting the PU Concept Shoe.

Starting the video with a question builds curiosity and frames the video around the exploration of polyurethane’s full potential in footwear. A more personal tone replaces the typical third-person voice to create stronger engagement. The typewriter text effect adds a documentary-like feel, reinforcing the sense of process and exploration.

-

The Components Of The PU Concept Shoe.

An exploded animation of the different parts of the Concept Shoe. Instead of having to create a 3D animation, we went for a 2D animation due to time and budget constraint.

Each Component, A Different PU Technology

Each component of the PU Concept Shoe uses a different PU technology, introduced through its own title card. A carousel-style animation showcases the shoe parts from different angles, while the background visuals highlight the specific USP of each technology.

-

Micrographics play a key role in the design, adding a scientific layer to the art direction. Inspired by footwear packaging, they deliver maximum information in minimal space. Placed in the corners of the frame, they create a technical, informative feel without distracting from the main visuals and text overlays.
Micrographics play a key role in the design, adding a scientific layer to the art direction. Inspired by footwear packaging, they deliver maximum information in minimal space.

Placed in the corners of the frame, they create a technical, informative feel without distracting from the main visuals and text overlays.
The video concludes with the reveal of TRIEASE, showing how the PU Concept Shoe translates into a real-world Clarks product.

-

Using footages from Clark's own promotional video

The client requested the use of Clarks’ promotional footage for the TRIEASE reveal. The visuals aligned well with the scientific tone of our video after we edited selected clips and added text overlays and micrographics to seamlessly integrate them into the film.

An infographic was also designed to support BASF in client meetings, adopting the same visual direction. It features a layered view of the PU Concept Shoe, paired with icons to highlight key technologies.