Sneaker Dimensions
Campaign concept for THESING
Campaign concept for THESING
Overview
For the sneaker brand THESING, a visual campaign clip was created specifically for social media. The project served as a practical exploration of studio directing and compositing. The concept breaks away from traditional fashion portrayals: through surreal scaling, the sneaker transforms from an accessory into a landscape the model can explore. By flipping the usual proportions, the shoe becomes the stage — placing its design at the core of a bold and distinctive brand aesthetic.
project
Motion Design (solo project)
semester
summer 2025
focus / role
Art Direction Camera & Editing Motion Design & VFX
software
Adobe Photoshop Adobe After Effects Adobe Premiere Pro
Project Details
problem
The key design challenge was to craft a product-focused campaign that stands apart from conventional fashion films. Instead of spotlighting the model, the sneaker needed to take the leading role. The goal was to build a visual world in which the materials, shape, and design details command full attention. Technically, the complexity lay in seamlessly integrating live-action footage and visual effects, demanding precise and thoughtful compositing.
insight
THESING’s brand identity is defined by contrasts: a classic sneaker silhouette paired with unexpectedly bold materials. This contrast informed the creative direction. If the product itself plays with familiarity and surprise, the campaign should do the same. The breakthrough idea was to invert the typical relationship between wearer and shoe — enlarging the sneaker to become the environment and turning the model into the explorer.
solution
The campaign embraces surreal scale. The model interacts with the sneaker as if it were an architectural structure within a minimalistic set. Monochrome styling and clean art direction keep the focus on product and interaction. Meticulous planning guided production to support a smooth compositing workflow. Since model and product were filmed separately, matching focal length, camera height, and angles across both shoots was crucial to create a believable sense of scale. Final compositing in Adobe After Effects emphasized realistic shadowing and lighting to complete the illusion.
result
The outcome is a dynamic campaign piece that visually translates THESING’s identity for digital platforms. The surreal visual language is striking, memorable, and highly optimized for social media.
learning
The project delivered an end-to-end learning experience — proving how essential on-set precision is for successful VFX. Integrating compositing considerations early in production significantly elevated the final result. Additionally, the project deepened practical skills in Adobe After Effects and advanced image workflows alongside Photoshop.
Project Details
problem
The key design challenge was to craft a product-focused campaign that stands apart from conventional fashion films. Instead of spotlighting the model, the sneaker needed to take the leading role. The goal was to build a visual world in which the materials, shape, and design details command full attention. Technically, the complexity lay in seamlessly integrating live-action footage and visual effects, demanding precise and thoughtful compositing.
insight
THESING’s brand identity is defined by contrasts: a classic sneaker silhouette paired with unexpectedly bold materials. This contrast informed the creative direction. If the product itself plays with familiarity and surprise, the campaign should do the same. The breakthrough idea was to invert the typical relationship between wearer and shoe — enlarging the sneaker to become the environment and turning the model into the explorer.
solution
The campaign embraces surreal scale. The model interacts with the sneaker as if it were an architectural structure within a minimalistic set. Monochrome styling and clean art direction keep the focus on product and interaction. Meticulous planning guided production to support a smooth compositing workflow. Since model and product were filmed separately, matching focal length, camera height, and angles across both shoots was crucial to create a believable sense of scale. Final compositing in Adobe After Effects emphasized realistic shadowing and lighting to complete the illusion.
result
The outcome is a dynamic campaign piece that visually translates THESING’s identity for digital platforms. The surreal visual language is striking, memorable, and highly optimized for social media.
learning
The project delivered an end-to-end learning experience — proving how essential on-set precision is for successful VFX. Integrating compositing considerations early in production significantly elevated the final result. Additionally, the project deepened practical skills in Adobe After Effects and advanced image workflows alongside Photoshop.
Project Details
problem
The key design challenge was to craft a product-focused campaign that stands apart from conventional fashion films. Instead of spotlighting the model, the sneaker needed to take the leading role. The goal was to build a visual world in which the materials, shape, and design details command full attention. Technically, the complexity lay in seamlessly integrating live-action footage and visual effects, demanding precise and thoughtful compositing.
insight
THESING’s brand identity is defined by contrasts: a classic sneaker silhouette paired with unexpectedly bold materials. This contrast informed the creative direction. If the product itself plays with familiarity and surprise, the campaign should do the same. The breakthrough idea was to invert the typical relationship between wearer and shoe — enlarging the sneaker to become the environment and turning the model into the explorer.
solution
The campaign embraces surreal scale. The model interacts with the sneaker as if it were an architectural structure within a minimalistic set. Monochrome styling and clean art direction keep the focus on product and interaction. Meticulous planning guided production to support a smooth compositing workflow. Since model and product were filmed separately, matching focal length, camera height, and angles across both shoots was crucial to create a believable sense of scale. Final compositing in Adobe After Effects emphasized realistic shadowing and lighting to complete the illusion.
result
The outcome is a dynamic campaign piece that visually translates THESING’s identity for digital platforms. The surreal visual language is striking, memorable, and highly optimized for social media.
learning
The project delivered an end-to-end learning experience — proving how essential on-set precision is for successful VFX. Integrating compositing considerations early in production significantly elevated the final result. Additionally, the project deepened practical skills in Adobe After Effects and advanced image workflows alongside Photoshop.
Project Details
problem
The key design challenge was to craft a product-focused campaign that stands apart from conventional fashion films. Instead of spotlighting the model, the sneaker needed to take the leading role. The goal was to build a visual world in which the materials, shape, and design details command full attention. Technically, the complexity lay in seamlessly integrating live-action footage and visual effects, demanding precise and thoughtful compositing.
insight
THESING’s brand identity is defined by contrasts: a classic sneaker silhouette paired with unexpectedly bold materials. This contrast informed the creative direction. If the product itself plays with familiarity and surprise, the campaign should do the same. The breakthrough idea was to invert the typical relationship between wearer and shoe — enlarging the sneaker to become the environment and turning the model into the explorer.
solution
The campaign embraces surreal scale. The model interacts with the sneaker as if it were an architectural structure within a minimalistic set. Monochrome styling and clean art direction keep the focus on product and interaction. Meticulous planning guided production to support a smooth compositing workflow. Since model and product were filmed separately, matching focal length, camera height, and angles across both shoots was crucial to create a believable sense of scale. Final compositing in Adobe After Effects emphasized realistic shadowing and lighting to complete the illusion.
result
The outcome is a dynamic campaign piece that visually translates THESING’s identity for digital platforms. The surreal visual language is striking, memorable, and highly optimized for social media.
learning
The project delivered an end-to-end learning experience — proving how essential on-set precision is for successful VFX. Integrating compositing considerations early in production significantly elevated the final result. Additionally, the project deepened practical skills in Adobe After Effects and advanced image workflows alongside Photoshop.
Ready for my internship. (I think.)
Ready for my internship. (I think.)
Ready for my internship. (I think.)