HUGO BOSS x Zellerfeld: 3D Printed Loafer Launch
For the launch of HUGO BOSS’ groundbreaking collaboration with Zellerfeld, I was brought on to create a series of cinematic CGI and AI-enhanced videos that reflect the cutting-edge nature of their 3D-printed footwear. The goal was to craft a visually compelling, futuristic look that would resonate across digital platforms and in physical retail spaces.
I led the creative direction and production end to end—developing the initial concept, designing visual flows, and executing all animations. I used industry-standard 3D tools to render high-fidelity product shots and integrate motion, while also leveraging AI to conceptualise mockups, storyboard key visuals, and generate experimental cuts. This hybrid approach enabled a distinctive style that felt both premium and experimental.
The final videos and stills were delivered in a wide variety of formats for use across Instagram, the Hugo Boss website, their app, and large in-store LED displays. Each asset was carefully crafted to ensure consistency across platforms while adapting to different screen sizes and user interactions.
This project was a prime example of blending emerging technologies with luxury storytelling. The creative freedom to explore AI-driven ideation alongside traditional CGI allowed me to push the visual narrative further while delivering on a tight deadline. It also demonstrated the power of agile, tech-forward workflows in high-end commercial work.
