Moon shoes: Stop-motion film sends Feiyue skyward

Paris – Feiyue has released The Space Commander, the first in a series of stop-motion animated films to promote its children’s shoes.

The film follows a young astronaut as he touches down on an earth-like planet and ventures out in a rover to explore. He finds a box containing a Feiyue shoe before rocketing back into outer space in search of the next specimen.

The film is part of a collaboration that has been going on since 2010 between Feiyue and spanKidz, a creative collective. The filmmakers have focused on the literal meaning of the word Feiyue, ‘flying forward’, to produce videos centred around flight. A previous film, The Flying Project, showed a scientist hacking Feiyue shoes to work as levitation devices.

Originally created in Shanghai in the 1920s, Feiyue was relaunched as a French brand in 2006. It’s one of a growing number of brands embracing Faction Marketing to tell stories to consumers.