Endstate × DeVonta Smith

DeVonta Smith's signature shoe with Endstate was a first-of-its-kind release for the brand — no prior drop to benchmark against, no existing product photography that captured what made the shoe worth the price. The launch page needed something with enough presence to justify a premium sneaker on a screen the size of a palm.

I modeled and rendered the shoe from Endstate's spec files in C4D, texturing every material pass — nubuck, mesh, the sole's translucent cast — in Substance Painter before lighting the hero film in Redshift to hold true color under a phone's brightness curve. Beyond the :45 hero film, five feature-detail loops isolate the stitching, sole, and material work for the product page's scroll-triggered close-ups, plus a background loop built to run behind the launch page itself without competing with the buy button.

The drop sold out in under four hours. Endstate's own analytics showed PDP dwell time up 38% over their previous release and add-to-cart rate up 22% — numbers the marketing team credited directly to the film carrying the page instead of static photography.

“The product film did more selling than our copy did. That's the whole point of a drop.”

— Marketing Lead, Endstate