Jameela Elfaki, Director
This film, done for On Cloudspark, features a running shoe developed from a women’s prototype and designed to challenge the male-default logic of performance footwear. Directed by Jameela Elfaki and shot in Zurich, the work gives the shoe’s story of innovation a human point of view, pairing speed, research, and inclusive design with Jameela’s instinct for identity, embodiment, and representation.