The Athlete's Foot

Sneaker posts all look the same: one shoe, three-quarter view, a drop shadow. For World Sneaker Day we wanted the opposite of a catalogue shot, so we stacked the shoes. A tower of pairs balancing on each other, soles pressed into uppers, turning slowly on a soft pastel gradient.

To make that believable the shoes had to be real. Each pair was captured with photogrammetry, cleaned up and retopologised, then textured so the leather grain, the mesh and the stitching hold up in close-up. The process shots in the gallery show the stages: camera positions around the shoe, the raw point cloud, the sculpt.

The lighting is deliberately gentle. Large soft sources, a hint of pink and blue from the backdrop, nothing dramatic, so the colourways of the shoes do the talking. The stack loosens, tumbles and resolves into The Athlete's Foot wordmark. We cut it for landscape, square and vertical so it could run everywhere the campaign did.