The Rayfish Story in Six Chapters
1. RAYFISH FOOTWEAR COMMERCIAL
From Sea to Street. The company presented itself with an online commercial showing the transformation from fish to shoe.
2. CEO LECTURE – HOW TO GROW YOUR OWN SNEAKER
At the Next Nature Power Show 2011, Rayfish CEO Raymond Ong (portrayed by Carlo Scheldwacht) lectured on his innovative business model. By remixes the beauty & variety of nature into something nature could not have imagined.
3. WINNER MOVIES
Soon after the design tool was launched, various short youtube videos of people who had won a pair of rayfish sneakers, started appearing online
4. ANIMAL RIGHTS ACTIVIST BREAK-IN AT RAYFISH
Sunday, August 12, at approximately 3AM, activists broke into the headquarters of Rayfish Footwear, destroying lab equipment and sneakers, and stealing numerous living stingrays. A video uploaded by the perpetrators on YouTube depicts masked men removing stingrays from the Rayfish aquaculture facility and releasing the animals into the nearby ocean.
5. RAYMOND RESPONDS
Three days after the ‘break-in’ in the Rayfish facility, CEO Raymond Ong responded with a passionate statement that gained much sympathy.
6. URBAN LEGEND
After having escaped from the Rayfish Footwear Facility, Strange Stingrays started appearing in video’s by tourists and local fishermen. Above an example of a strange ‘Nemo’ Stingray spotted by a scuba diver.