This company figured out how to grow shoes from bacteria. Yep, it’s as crazy as it sounds. The entire shoe is made from a single material...PHAs. Think of PHAs like naturally occuring materials that grow inside of select bacteria. The company can then harvest the PHAs, turn them into pellets, melt them down, weave them into fiber, and 3D print sustainable shoes and apparel. Because PHAs are naturally occuring, they are fully sustainable and biodegradable. The shoes, apparel and other textiles decompose fully with zero carbon footprint. The project is called O° from Oxman and is the first attempt at creating 100% sustainable clothing. Traditional shoes are made from 40 different materials and up to 4,000 forever chemicals...O° is made with a single material and zero forever chemicals. Because of the flexibility of the PHA base unit, Oxman can create a wider range of designs than typically offered by traditional companies. Would you prefer to wear shoes and apparel if you knew they had zero negative impact on the environment? Follow @kallaway for more videos like this. #tech #technology #shoes #sneaker #shoedesign #3dprinting #robotics #apparel #newtech #science

Kallaway

@kallaway · Entrepreneur

INSTAGRAM · 2026-01-06Source

1.5Klikes

16comments

Remix This

Prompt

GLOBAL LOCK: 
Subject: A Caucasian male in his early 30s, short dark hair, wearing a black hoodie and a brown baseball cap with a white horse logo ("Siegelman Stable"). 
Environment: A dimly lit indoor studio with warm orange and blue LED accent lighting in the background, featuring shelves with books and decorative objects. 
Style: High-energy UGC explainer style, split-screen composition (Top 60%: B-roll footage; Bottom 40%: Talking head). 
Camera: Bottom screen is a fixed Medium Close-Up (MCU) with a shallow depth of field. Top screen features various macro, industrial, and scientific shots. 
Lighting: Cinematic low-key lighting on the subject with a warm key light and a cool rim light. 
Color Grade: High contrast, saturated warm tones in the studio, clean sterile whites and blues in the B-roll. 
Speech: Enthusiastic, fast-paced narration, direct-to-camera, high lip-sync strictness.

[00:00–00:03]
Bottom: Subject points upward with his right hand, looking energetic.
Top: Macro shot of a robotic 3D printing arm depositing a white, lattice-textured material onto a translucent shoe mold.
Speech: "Check us out, this company figured out how to 3D print shoes."
Motion: Robotic arm moves smoothly; subject's hand gesture is sharp.

[00:03–00:10]
Bottom: Subject brings his hand down, looking directly at the camera with a "serious but excited" expression.
Top: Microscopic black and white footage of rod-shaped bacteria cells moving and vibrating.
Speech: "But here's what's crazy: those shoes aren't made from any traditional material. They grew them from bacteria."
Motion: Microscopic jitter; subject leans slightly forward.

[00:10–00:20]
Bottom: Subject uses both hands to gesture outward.
Top: A clean white screen with the word "OXMAN" in a thin black serif font, followed by a shot of a brown, organic-looking shoe on a clear stand.
Speech: "The company's called Oxman, and their goal was to create a shoe that was 100% biodegradable."
Motion: Smooth transition from logo to product; subject's hands move in sync with the "100%" emphasis.

[00:20–00:35]
Bottom: Subject makes an "OK" sign with his hand.
Top: A glass cylinder filled with white PHA pellets, followed by a macro shot of white fibers being spun on a large industrial roller.
Speech: "But these shoes only use one: PHAs. And PHAs are crazy... they're actually grown inside bacteria."
Motion: Pellets falling; rollers spinning rapidly; subject's hand gesture is held for emphasis.

[00:35–00:45]
Bottom: Subject points upward again.
Top: Extreme close-up of a blue and white fibrous shoe texture, then a robotic arm holding a red and white shoe.
Speech: "And this 3D printing process is super similar to LightSpray by On Running. But the difference is that Oxman shoes are completely biodegradable."
Motion: Slow camera pan over the texture; robotic arm rotates the shoe.

[00:45–01:00]
Bottom: Subject gestures with open palms, looking inspired.
Top: A white, translucent torso-shaped garment hanging from a wire in a bright, modern laboratory with large windows.
Speech: "In a weird way, these shoes come from nature and they can be broken back down into nature. They've built a platform for growing sustainable clothing."
Motion: The garment sways slightly; subject's gestures are broad and concluding.

NEGATIVE PROMPT: Robotic or stiff body language, blurry B-roll, inconsistent lighting between shots, text overlapping the subject's face, unnatural lip-sync, low-resolution microscopic footage, jittery camera movement in the studio shot.

SPEECH PACK:
[00:00-00:03] "Check us out, this company figured out how to 3D print shoes."
TAKE_A: (Excited, fast) "Check us out! This company figured out how to 3D print shoes!"
TAKE_B: (Intrigued, pointing) "Check this out... this company figured out how to 3D print shoes."
[00:03-00:10] "But here's what's crazy: those shoes aren't made from any traditional material. They grew them from bacteria."
TAKE_A: (Emphasis on 'bacteria') "But here's what's CRAZY: those shoes aren't made from ANY traditional material. They grew them... from bacteria."
TAKE_B: (Fast, conspiratorial) "But here's the crazy part: no traditional materials. They literally grew them from bacteria."
[00:55-01:00] "They've built a platform for growing sustainable clothing."
TAKE_A: (Inspiring, slow) "They've built a platform... for growing... sustainable clothing."
TAKE_B: (Punchy, final) "They've built a platform for growing sustainable clothing!"

How kallaway Made This Oxman Bacteria Shoes AI Video

This case study analyzes a high-performing "Tech-Storytelling" video by creator @kallaway, which garnered significant engagement by bridging the gap between biotechnology and consumer fashion. The video utilizes a signature split-screen "Reaction/Explainer" format, featuring a cinematic talking-head shot paired with high-quality industrial B-roll. The core hook—"growing shoes from bacteria"—leverages the "curiosity gap" and the growing consumer interest in sustainable innovation. By breaking down complex science (PHAs) into digestible, fast-paced visual beats, the creator transforms a technical subject into a viral "future-is-here" moment.

What You’re Seeing: Visual Breakdown

The video is a masterclass in information density. Visually, it’s divided into two primary zones: the bottom half features the creator in a "Dark Academia" style studio (warm accent lights, shelves, low-key lighting), providing a human connection and energetic narration. The top half serves as the "evidence" layer, showcasing the Oxman production process. The wardrobe is intentional—a "Siegelman Stable" cap and a black hoodie—positioning the creator as a relatable "tech-bro" rather than a formal scientist. The color palette transitions between the warm, moody studio tones and the sterile, high-contrast white/grey of the laboratory B-roll, creating a visual rhythm that keeps the viewer engaged.

Shot-by-Shot Breakdown

Time Range	Visual Content	Shot Language	Lighting & Tone	Viewer Intent
0:00–0:03	Robotic arm 3D printing a shoe mold.	Macro Close-up (B-roll)	High-key, sterile white.	The Hook: Visual proof of "magic."
0:03–0:10	Microscopic bacteria cells moving.	Scientific Micro-shot	High contrast, B&W.	The "Wait, what?" moment (Curiosity).
0:10–0:20	Oxman logo + organic shoe designs.	Product Showcase	Cinematic, soft shadows.	Establishing authority and brand.
0:20–0:35	PHA pellets melting into fibers.	Industrial Process	Bright, technical.	Educational value: "How it works."
0:35–0:45	Comparison with "LightSpray" shoe.	Side-by-side / Macro	Cool blue/white tones.	Contextualizing with known tech.
0:45–1:00	White torso form hanging in a lab.	Wide / Medium Shot	Futuristic, clean.	The "Future Vision" (Scaling).

Why It Went Viral: The Mechanics of Curiosity

The primary driver of this video's success is the "Biological Curiosity" angle. Humans are biologically wired to be intrigued by things that "grow," and applying that concept to a static object like a shoe creates an immediate cognitive dissonance that demands an explanation. The creator taps into the Sustainability Narrative, which is currently a high-intent topic on platforms like Instagram and TikTok, but he avoids the "preachy" tone often associated with eco-content. Instead, he frames it as "Voodoo Magic" and "Crazy Tech," appealing to the viewer's sense of wonder.

From a platform perspective, the Watch Time is optimized through the split-screen layout. Even if a viewer isn't fully listening to the narration, the top-screen B-roll provides a constant stream of novel visual stimuli (robotic arms, microscopic views, weird textures). This "dual-track" consumption ensures that the viewer's brain is constantly occupied, reducing the likelihood of a scroll-away. The use of bold, centered text overlays ("GROWING SHOES") acts as a secondary hook for users scrolling with sound off.

5 Testable Viral Hypotheses

The "Nature vs. Machine" Contrast: Pairing high-tech robotics with organic bacteria creates a visual tension that increases save rates for "future aesthetic" inspiration.
The "One Material" Hook: Simplifying a complex product to a single, mysterious material (PHAs) creates a "secret knowledge" effect that encourages comments asking for more details.
The Comparison Anchor: Mentioning a known competitor (On Running's LightSpray) anchors the new information in reality, making it more shareable as a "better alternative."
The "Beyond the Product" Reveal: Showing that the tech applies to apparel, not just shoes, expands the target audience from "sneakerheads" to "fashion/tech enthusiasts."
The "Human Reaction" Layer: Using a talking head with expressive hand gestures (pointing, "OK" sign) increases trust and makes the technical B-roll feel like a curated recommendation rather than an ad.

How to Recreate: From 0 to 1

Identify a "Future-Tech" Topic: Look for startups in biotech, AI-hardware, or sustainable materials that have high-quality press kits or B-roll available.
Script for the "Curiosity Gap": Start with a "This company..." hook that sounds impossible (e.g., "This company is building houses out of mushrooms").
Set Up Your Studio: Use a low-key lighting setup (one key light, one warm rim light) to create a professional, cinematic "expert" look.
The Split-Screen Edit: Use a 9:16 canvas. Place your talking head in the bottom 40% and the B-roll in the top 60%.
Sync Visual Beats: Ensure every time you mention a specific term (e.g., "PHAs"), the B-roll immediately changes to show that exact thing.
Add Dynamic Text: Use "pop-in" text for key statistics (like "4,000 chemicals") to emphasize the problem the tech is solving.
Color Grade for Contrast: Keep your studio shots warm and "human," while making the B-roll look sharp, clean, and futuristic.
The "Platform" Call to Action: End with a vision of how this changes the world, prompting viewers to share it with someone who "needs to see the future."

Growth Playbook: Hooks & Captions

3 Ready-to-Use Opening Hooks

"We’ve been making [Product] wrong for 100 years. This company just changed everything."
"This isn't 3D printing. It’s literally growing [Product] from scratch."
"I found the weirdest material on earth, and it’s probably what you’ll be wearing in 2030."

Caption Template

The "Future-Proof" Structure:
[Hook: This company figured out how to grow shoes from bacteria.]
[Value Point: Most shoes use 4,000+ chemicals. These use ONE naturally occurring material called PHAs.]
[Engagement: Would you wear a shoe grown in a lab? 🧬]
[CTA: Follow for more deep dives into the future of tech.]

Hashtag Strategy

Broad: #technology #innovation #sustainability #futuretech (High reach, high competition)
Mid-Tier: #biotech #sustainablefashion #sneakerhead #materialscience (Targeted interest groups)
Niche: #oxman #pha #biodegradable #kallaway (Specific brand/community tags)

Frequently Asked Questions

What tools make it look the most similar?

Use a mirrorless camera with a 35mm lens for the talking head and CapCut or Premiere Pro for the split-screen masking.

How do I find B-roll like this?

Search for "Press Kits" on the websites of innovative startups or use high-end stock footage sites like Filmsupply.

Why use a split-screen instead of full-screen cuts?

Split-screen maintains the "creator-viewer" connection while providing constant visual evidence, which is better for retention.

Is it easier to go viral on Instagram or TikTok with this?

Instagram Reels currently favors high-production "educational" content like this, while TikTok prefers more raw, "behind-the-scenes" vibes.

How do I avoid making it look like an ad?

Focus on the "How it works" and the "Why it matters" rather than just showing the product features.