One building. Dozens of stories.

DSW came to us with a compelling idea: a stylized storefront where each window reveals a different moment, all connected through a continuous camera move.

We helped evolve that concept into a fully realized world, designing a dimensional, slightly off-scale environment that could hold multiple stories while still feeling cohesive and grounded.

The result was a “dollhouse” version of a DSW store, part architecture, part storytelling device, built to showcase product and personality at the same time.

Spacejunk

Every detail had to work together, or the illusion broke.

Brent Jackson Director

Building the system

We started by mapping the entire piece through storyboards and an animatic, using that process to pressure-test how each moment would connect within a tight runtime.

What began as a collection of individual ideas quickly became a structured system that defined pacing, transitions, and how the camera would move through the building. Every vignette had to work on its own, but more importantly, it had to hand off cleanly to the next.

This early phase gave everyone a clear sense of flow before anything was built, aligning creative, production, and post around a single approach.

Designing the world

From there, we developed the building itself across 2D concepting and 3D design, exploring multiple visual directions before landing on a stylized, European-inspired look.

The goal was to create something with character and charm, but flexible enough to support a wide range of scenarios happening simultaneously across the facade.

A lot of the work came down to balance. Window spacing, scale, and camera movement all had to feel natural at a wide level while still allowing each moment to feel focused and intentional when viewed up close. Small adjustments in proportion had a big impact on how believable the entire world felt.

Capturing for Flexibility

The shoot was built to give us lots of options.

Each subject was captured inside a custom-built box, giving us a consistent frame to work from and the flexibility to place every moment exactly where it needed to live in post.

We also captured both wide and product-focused shots, so we could shift attention back to the shoes at any point without breaking the flow.

Simple setup, but it gave us a lot of control where it mattered.

Early rough cut

Less junkMore space

WE DON’T STICK TO SAFE SPACE

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