The art of taking a beautiful photo begins long before the shutter is pushed.

So when On Running commissioned James to shoot the Cloud 6 lifestyle campaign with a more elevated feel, he harnessed his versatility and skill in collaboration.

His careful crafting of light elevates the shoe, making it feels less like sportswear and more like a statement piece.

Combined with thoughtful locations, and a collaborative approach to casting and styling, the images have a beautifully considered feel. Instead of traditional running shots, arresting compositions and moments of stillness convince us it's a shoe not just built to run, but made to be seen.