One 3D Scan, Three Cuts: Building Hey Dude x Hot Wheels' Launch Campaign

Hey Dude briefed us for four shoes designed around Hot Wheels' Twin Mill livery, and asked for three separate videos out of it: a teaser, a launch film, and a looping showcase piece for retail screens and social. Rather than building three unconnected productions, we built one pipeline that all three could draw from.

Every shoe was 3D scanned first, capturing the actual stitching, the texture of the fabric, and the exact placement of the Hot Wheels graphics rather than rebuilding them from reference photos. That scan became the single source asset for everything downstream: the same shoe model, the same materials, dropped into three different environments and three different edits, rather than three teams each interpreting the product slightly differently.

The teaser needed almost nothing shown, a glimpse of chrome and flame livery in near darkness, the kind of shot that works because of what it withholds. The launch film needed the opposite: full environments, motion, the shoes shown from every angle that matters to someone deciding whether to buy. The looping showcase had its own constraint again, a loop clean enough to play on a shop floor screen with no visible start or end for a passing customer to catch.

Working from one scanned asset rather than three separate builds is what made that spread of formats affordable inside a single production window. It also kept the shoes themselves completely consistent: the stitching detail that shows up in an extreme close up in the launch film is the same geometry driving the silhouette in the loop, so nothing looks like a different product depending on which video someone happens to see first.

This is increasingly how we approach any campaign with more than one deliverable. Scan or build the hero asset once, to the highest standard the largest format demands, then let every cut, camera angle, and environment pull from that single source. It costs more up front than treating each video as its own job. It is also the only way three formats end up looking like they came from the same campaign rather than three different agencies.