Brisbane, Sydney & Melbourne
Australia
Derchutze had a new shoe, a new colourway, and no time to show either — five days from brief to delivered film, into a vertical feed that decides in the first second whether you exist. The idea, built in collaboration with Onehouse, was almost embarrassingly simple: a van, a drop, a shoe. No lore, no wind-up, no thirty-second origin story. A one-line concept like that only works if the execution is airtight — so the pressure moved straight off the idea and onto the craft.
Four crafts ran at once because there was no time to run them in order. The shoe was rebuilt in full CG — the new colourway modelled from scratch — while tracking locked it into the live footage and animation gave the drop its weight. Compositing finished each shot as the one before it rendered; nothing sat in a queue, nobody waited on a handoff. Five days doesn't leave room to hide mistakes, so the only option was not making any — post you can't see the seams in, finished at a pace that never allowed a second pass.
Then it went out and did what simple ideas do when they're executed properly — it travelled. 8M+ views on a film you can describe in three words — the kind of run that turns a colourway launch into a moment for Derchutze. That's the part worth celebrating — not the polish, the maths. One clean idea, four crafts, five days, and a film that kept moving long after delivery. Simple, done very well, scales.