A great concept: the shoe goes through hell so your feet don’t have to. That was a strong creative steer, and we played right into it.

Every footstep is processed to be bigger than life: distorted, clipped and transient-shaped. That tells the story, and it also helps the footsteps cut through the heavy metal track. There are playful underwater moments as the shoe goes under, too.

Favourite moments are the tracking shots around 7 seconds, the fall down the rubbly bank, and the water dripping off the foot as it comes out of the water.