Bata Industrials · Industry · 3D visualisation + AI content creation

Safety shoes as heroes, twelve metres wide. Scanned in 3D.

12 mwide trade fair wall at A+A

For the Enduro line we scanned four real safety shoes in 3D and placed them in their own working environment, for the hero walls at the A+A trade fair.

real shoes scanned in 3D

12 m

wide hero wall at A+A 2023

phases: trade fair, campaign, launch

The challenge

In 2023 Bata Industrials launched the Enduro line at A+A in Düsseldorf. The brief asked for heroic product photography: the shoe on a pedestal, in its own working environment, sharp enough for a trade fair wall of more than 12 by 4 metres. Four segments, four worlds: construction, transport, agriculture and industry.

Our approach

The idea: let the real shoe play the lead. Through agency Blue Dragon we received the four shoes and scanned them in 3D, so every crease and every stitch is right. We placed those scans photorealistically in their environment: on a tree stump in the field, on a concrete block on the building site, between the racks of a warehouse and the robots of a car factory. Always showing the outside of the shoe, the way Bata wants it.

The result

The images hung on the hero walls at A+A 2023 and then went on to brochure, bus and campaign. In 2024 four new working environments followed, plus the FAYVR sneaker: a 3D model, three campaign images and a morph animation for the collection launch.

Next: the 2025 campaign

For the international 2025 campaign we created a character at work for each country, with the real shoe alongside: in a carpentry workshop, on scaffolding, in a factory and in a restaurant kitchen. We now make those shoe images with 3D as the base and AI as the finish: logo, sole and stitching exactly as the shoe really is, with sawdust, dust and the light of the workplace on it.