Rebellionaire
Nike Jordan selected All The Right (ATR) as one of only 23 retail locations worldwide for the Air Jordan 1 “Rebellionaire” early release. We built the promotional experience to match the exclusivity of the drop - a 242-photograph photogrammetry scan of the sneaker, a full 3D capture of ATR's iconic graffiti wall, and animated AR reveal sequences that gave this limited release a digital presence as singular as the shoe itself.
When a global brand selects your partner as one of two dozen locations on the planet for an exclusive release, the creative has to be at the same level. No stock photography. No generic templates. Every visual asset built from the ground up using the actual sneaker and the actual space.
The Opportunity
The Air Jordan 1 Rebellionaire was not a general release. Nike Jordan hand-selected 23 retailers globally for the early drop - a number that references Michael Jordan's jersey. ATR earning a spot on that list positioned them alongside the most respected sneaker institutions on the planet. The promotional materials needed to reflect that level of exclusivity.
Generic product photography was not an option. The creative direction centered on building every asset from the physical source material - the actual sneaker and the actual ATR space. Photogrammetry provided the fidelity to create a 1:1 digital twin of the shoe and a volumetric capture of ATR's graffiti wall, merging two iconic elements into a composite that could only belong to this specific drop at this specific location.
Process
01 - Sneaker Photogrammetry
Captured 242 high-resolution photographs of the Air Jordan 1 Rebellionaire under controlled lighting conditions - systematic coverage of every angle, every stitch, every material transition. The images were processed through photogrammetry software to generate a dense point cloud, then meshed and textured into a high-fidelity 3D digital twin with accurate proportions, color, and surface detail. At this level of precision, the digital model is indistinguishable from the physical shoe in rendered output.
02 - ATR Wall Scan
Scanned All The Right's iconic graffiti wall using the same photogrammetry pipeline. The wall is a living artifact - decades of layered spray paint, hand-drawn tags, stickers, and weathering that cannot be replicated or faked. The 3D capture preserves every layer of that history as a volumetric environment, ready for compositing with the sneaker model and serving as the backdrop for the entire promotional campaign.
03 -3D Compositing & Creative Direction
Merged the photogrammetric sneaker model with the ATR wall environment in 3D space. Lighting, shadow casting, and spatial depth were calibrated to place the Rebellionaire in front of the wall as if it physically exists in that space. The creative direction emphasized rawness - letting the street textures and paint layers of the wall speak alongside the precision of the sneaker, creating a visual tension that mirrors the Rebellionaire's own design ethos of rebellion within structure.
04 - AR & Animated Reveal
Produced AR-ready assets and cinematic reveal sequences for the release event and social channels. The wall's spray-paint text animates with a “writing on” effect complete with paint drip physics. The sneaker rotates and reveals against the textured backdrop in a choreographed sequence designed for maximum impact on social media - where the visual needs to stop a thumb scroll in under one second.
Deliverables
3D Sneaker Model
Full 3D sneaker model built from photogrammetry -242 photos captured and processed to create a digital twin of the Air Jordan 1 Rebellionaire.
AR Mural Visualization
Augmented reality overlay - the ATR graffiti wall comes alive when viewed through a camera, with spray-painted text animating in real-time.
Photogrammetry Capture
Behind the scenes - the 242-photo capture process showing the full photogrammetry workflow from physical object to 3D scan.
Interact with the 242-photo photogrammetry model. Drag to rotate, pinch or scroll to zoom.
Photogrammetric scan of the custom mural painted on the side of ATR for the release. This scan was composited with the sneaker model to build the final 3D environment.
Wall Animation
Motion graphics of the ATR mural wall - spray-paint text 'writes on' with paint drip effects, composited from the photogrammetric 3D scan.
Technical Workflow
Photogrammetry Pipeline
242 photographs captured under controlled, consistent lighting with systematic angular coverage. Images processed into dense point clouds via structure-from-motion algorithms, then reconstructed into watertight meshes with high-resolution texture maps. Both the sneaker and the graffiti wall went through the same pipeline - ensuring visual consistency when composited together in the final 3D scene.
3D & Post-Production
Scanned models cleaned, retopologized, and composited in Blender with physically-based lighting and camera animation. Cinematic reveal sequences rendered for social distribution. AR-ready formats exported for Instagram and Snapchat filter integration, extending the campaign's reach beyond the physical event into the social feeds of every attendee.
About All The Right
All The Right (ATR) is a Queens-based creative collective and streetwear institution with deep roots in NYC graffiti, sneaker, and hip-hop culture. Their cultural credibility earned them a position as one of just 23 global retailers chosen by Nike Jordan for the Rebellionaire drop - recognition that places ATR alongside the most respected sneaker destinations in the world. Their physical space served as both the creative canvas and the conceptual foundation for this project, grounding a high-profile global release in the raw authenticity of Queens street culture.
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