Puffer AW23

Superdry’s puffer jacket is an icon. For their AW23 campaign, we reimagined it in a bold, digitally-led series of high-impact social films. Merging real-world locations with striking 3D animation, we transformed the jacket into a larger-than-life statement that demanded attention on social feeds.

To capture the jacket in perfect detail, we used photogrammetry and lidar scanning, creating a near-exact digital replica with rich, textured realism. Taking to the streets of London with the Superdry team, we scouted striking liminal spaces to seamlessly blend 3D animations with dynamic urban environments. For even greater realism, ambient lighting conditions were captured through HDRI technology, allowing us to meticulously match the lighting within our 3D scenes, ensuring a natural integration of digital elements with the real-world.

From jackets expanding beyond the skyline to playful animations of the Superdry logo and unexpected visual moments, every element was designed to grab attention mid-scroll. Both surreal and believably real, the response was immediate. The campaign took over social feeds, driving engagement that far exceeded expectations and cementing Superdry’s reputation for bold, fashion-forward storytelling in a perfect fusion of technical and creative craft.

Highlights – The visually striking social campaign doubled Superdry’s content output and reached 1.6 million views in just three days.