Black Friday — The Athlete's Foot

Black Friday is the loudest week in retail, so we took the colour out. The whole film is white shoes in a white room, and one black material.

The black is a liquid. It pours over a clean white sneaker, drips off the sole and pools on a sheet of glass, then fills a clear display case until the shoe is sitting in it. We spent most of the time on how it moves: thick and glossy, slow enough to read, with highlights that keep its shape visible against grey. The title is cast from the same stuff and sealed under clear film like a product label.

A wall of tumbling white trainers gives the cut its one busy moment, then it settles back to a single object. Everything ends on the red wing of The Athlete's Foot, the only colour in the piece.