Halloween — The Athlete's Foot

Halloween campaigns tend to reach for cobwebs. We went for a haunted candy shop instead: a velvet throne in an ultraviolet jungle with a pumpkin glowing in the leaves, a pit of striped sweets with a sneaker sunk into it, a cave lined with blue fur that opens around the shoe like something breathing. Sweet at first glance, a little off at the second.

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 pushed workstations to their absolute limits.

Having true-to-life scans is what let us be reckless with everything around them. The shoes stay photographic while the worlds go saturated and synthetic, lit in magenta, violet and electric blue. That contrast, a real product in an unreal place, is the whole look of the campaign.