Overview
To launch UNIQLO’s innovative PUFFTECH winter range, we asked a playful question: What if iconic Australian landmarks were insulated for winter? The result a surreal, attention-grabbing campaign that saw famous locations across the country “wrapped” in giant PUFFTECH jackets.

 

Role
I partnered with UNIQLO to bring this idea to life. First of all directing the on-location shoot and then using 3D design and animation I created realistic, puff-like materials and applied them to the three locations; Flinders Street Station (Melbourne), Sydney Harbour Bridge (Sydney) and The Big Pineapple (Sunshine Coast)

 

The campaign rolled out as a series of "caught-on-camera" videos shot vertically and styled to look like real footage captured by passersby. These fake-but-believable moments were designed to spark curiosity and debate online: “Is this real?”

 

Outcome
The campaign quickly caught fire online, with the videos reaching almost 500,000 views. The unexpected visuals, paired with a clever social-first rollout, created viral buzz driving conversation around both the product and the brand. UNIQLO successfully positioned PUFFTECH as both functional and fun—redefining how we see winter wear. It was Uniqlo Australia most successful campaign to date.