Halloween — The Athlete's Foot

For The Athlete's Foot Halloween campaign, we built an entire dark universe from scratch — grotesque characters, fog-drenched environments, and cinematic product shots that turned a seasonal retail push into something people actually wanted to watch.

The technical backbone of this project was photogrammetry. Every sneaker was hand-scanned using a DSLR rig — roughly 200–300 photos per shoe, shot from every conceivable angle under controlled lighting. Those images were then processed into raw point clouds, millions of vertices that captured every stitch, crease, and texture detail of the physical product.

From there, the real work began. Each point cloud was imported into ZBrush for cleanup — removing noise, filling gaps, rebuilding topology into something render-ready. The poly counts were enormous. A single shoe could easily hit 8–10 million polygons before decimation, and the full scenes with characters and environments pushed workstations to their absolute limits.