A spec film for On Running.

Cadence

Not an ad, not a lookbook. A portrait film for On Running — conceived and produced by two filmmakers from Hamburg. This page is our pitch deck. What you see here is the idea, the protagonist, the dramaturgy, and the reason we're convinced this film belongs with On.

Whether as a direct collaboration or with your support in the background — this film is happening. We're certain of it.

Scroll
01 — Storyline
Kaluwa — silhouette in the evening light

Connected by a change of shoes. Divided by everything else.

Every morning, she runs. Early, while the city still sleeps. The run is the one moment of the day that belongs to her alone. Then the day begins: clients, appointments, city, laptop. The film follows Kaluwa through both worlds — the quiet world of running and the loud world of everyday life.

She doesn't run to switch off. She runs to prepare. The same cadence that carries her through everything that comes after. The world ramps up. She stays the same.

Kaluwa is a Pilates instructor, an entrepreneur — and she's building her own personal brand. Focused, driven, on her own terms.

02 — Protagonist
Kaluwa in the Pilates studio
Kaluwa on the chair — studio
Kaluwa after the run
Kaluwa in the studio

Kaluwa.

She started with gymnastics, moved through strength training, and landed at Pilates. And there she stayed. Not because it's easier, but because it's harder. The intensity of a slow, controlled movement captivated her from the start. Pilates is no gentle sport. Done right, it demands everything.

Today she teaches at renowned studios across Hamburg, gives private classes, and gets booked for events. An entrepreneur, by conviction. She's building a personal brand, and the brand is herself. Quality and expertise, not self-promotion. Social media is her tool, not her stage.

Running is part of her life. Not as an athlete, but at a level most people never reach. It's the part of the day that belongs to her alone.

03 — Dramaturgy

Three worlds,
three beats, one person

Cadence thrives on its dramaturgy. The idea is as simple as it is strong: Kaluwa's cadence stays the same throughout the entire film. Whether she's running, walking through the city, or coaching in the studio. What changes isn't her. It's everything around her.

The film opens on the street. Early morning, while the city still sleeps. The cut is calm, the camera breathes with her. Then the switch. Shoe, world, tempo. The city kicks in, the cut tightens, the images grow frantic. But Kaluwa stays in time. Her cadence is the same, only the world ramps up.

Midway through the film, everything slows down. Pilates studio. She coaches, slow, fluid. Her voice sets the beat. Slow motion sets in. The slowest moment of the film is the most intense. Then everything builds back up. Running as a reset. Kaluwa returns to her day, clearer and more focused than before. In the end, Kaluwa remains — exactly as she is.

Running
Beat 1
Running
● ● ● ●
Medium — relaxed
Rhythmic, forward, flowing. Predictable steps. The camera breathes with her.
City — Hamburg skyline
Beat 2
City
● ● ● ● ● ● ●
Fast — reactive
Unpredictable. Stop & Go. Changes of direction. The cut drives it forward.
Pilates — studio
Beat 3
Pilates
● ●
Slow — intense
Fluid, deliberate, precise. Slowness as the highest form of control.
04 — Wave Structure The dramaturgy in six beats
01
Running
Calm
Morning. Street. The camera breathes.
02
Everyday Life
Energetic
City, appointments, laptop. The cut tightens.
03
Pilates
Control & Intensity
Slow, fluid. The voice sets the beat. Slow motion sets in.
04
Running
Anchoring
Reset. Thoughts. The beat returns.
05
Everyday Life
Focused
Clearer, stronger. She owns the beat.
06
Portrait
Kaluwa
In the end, Kaluwa remains. Exactly as she is.
05 — The Shoes

Two shoes, two worlds.

We chose them deliberately, because they embody exactly what the film is about. What one thinks while running, the other puts into action in everyday life.

On Cloudsurfer Max On Cloudtilt
Cloudsurfer Max
Horizon | Ivory — Running shoe
Setting
Morning. Asphalt. Blankenese, Elbe, Alsterpromenade.
Role in the film
Energy, focus, clarity. The shoe that carries thoughts.
Connection to Kaluwa
Her Pace. Her one moment that belongs to her alone.
Cloudtilt
Heron | Dew — Bestseller · Lifestyle shoe
Setting
Studio, city, café, appointments. All day long.
Role in the film
Control, precision, execution.
Connection to Kaluwa
Her precision in coaching. Her two worlds in one shoe.
The shoe of the founder's mindset.
The shoe of execution.
On Cloudsurfer Max
Cloudsurfer Max
Horizon | Ivory — Running shoe
Setting
Morning. Asphalt. Blankenese, Elbe, Alsterpromenade.
Role in the film
Energy, focus, clarity. The shoe that carries thoughts.
Connection to Kaluwa
Her Pace. Her one moment that belongs to her alone.
The shoe of the founder's mindset.
On Cloudtilt
Cloudtilt
Heron | Dew — Bestseller · Lifestyle shoe
Setting
Studio, city, café, appointments. All day long.
Role in the film
Control, precision, execution.
Connection to Kaluwa
Her precision in coaching. Her two worlds in one shoe.
The shoe of execution.
06 — Why On

We didn't choose On by chance.

For years, On has told stories about real people. No superstars, no million-follower influencers. People who live something — and you can see it. Kaluwa is exactly that. And you've already made Pilates part of your brand world. You know what this sport means. What it demands. We bring you the person behind it.

What fascinates us as filmmakers about On is the visual style. Cinematic, intense, with character. High-contrast images, grain, a visual language that feels like real life and not like high gloss. This style carries an attitude. It's one of a kind. And it's exactly what we want to work with.

07 — Moodboard

Look & Feel

Motion · B/W
Pace · Wall
Product · CloudTec
Skyline · Up
Forest · Calm
HafenCity · Glass
Power · Leap
Studio · Control
City · Tempo
Shadow · Asphalt
Morning · Street
Alley · Stop & Go
08 — Locations
World 1 Running — Binnenalster
World 1 — Running
Elbe & Alster
Blankenese, Elbe-Uferpfad, Alsterpromenade Harvestehude. Quiet, open, barely a soul.
World 2 City — HafenCity
World 2 — City
HafenCity & City
Winterhude, city centre, HafenCity, Codos Altona. Crowded, loud, traffic, throngs of people.
World 3 Pilates — Reformer studio
World 3 — Pilates
Reformer Studio
A modern Reformer Pilates studio in Hamburg. Bright, clean, high-end equipment.
09 — Jan & Luca
The filmmakers behind Cadence — on set
The filmmakers behind Cadence — behind the camera

Two filmmakers from Hamburg.

What drives us is the idea behind the film. Creating a feeling you can't quite explain. Films that tell their story through editing and dramaturgy, not through explanation. We're not looking for clients we have to convince of what good marketing is. We're looking for partners who feel it.

With the Kia EV9 film, we've already worked at corporate level — from concept through the shoot to the final cut. Cadence is our next step. Toward brands that fascinate us. Toward films we conceive ourselves, films that carry a signature of their own.

Jan Schmidt
Concept · Direction
janschmidtfilm.com
Luca Skowronek
Concept · Production
lucaskowronek.de
The idea is ready. The team is ready. What's missing is you.
Dream On.