out of home
/
experiential
/
Identity
Skechers retail experience
/ About the project
Since 2025, I helped build the end-to-end creative pipeline for 60+ retail sites across 30+ countries and 6 continents. I led design and animation of custom content built to each location's architecture, directed VFX and 3D artists, and built the tools the team ran on, including a custom resize script and 3D previs system. It spanned entrance portals, high-resolution video walls, and transparent Muxwave displays.
The program earned a High Commendation and two finalist placements across three categories at the 2026 Digital Signage Awards.
/ Credits
Client:
Skechers
Role:
Art Direction, Motion & Pipeline
Location:
Global
Tools:
After Effects, Custom AE Script, Photoshop, Illustrator
/ Year
2025 ➔
01
Animation for Architecture
Creating unique experiences for visitors.
This project started with the opening of the Skechers Performance Experience flagship in Edmonton, Canada. It was a massive retail build featuring LED archways, four-sided digital columns, and back wall displays. I joined the team to help concept and execute custom motion graphics for specific shoe lines, eventually combining our work into loopable string-outs for the store.
Beyond the creative execution, I took ownership of the technical pipeline. I worked directly with global marketing executives and hardware vendors to ensure our digital concepts translated correctly to the physical installations. We needed a system that could scale, so I built the framework to take this concept from a single store in Canada to locations all over the world.
3D Previs and Pixelmap for Skechers' Performance Flagship Store in Edmonton, Canada
2025-26 Footprint
60+
30+
6 of 6
4+
Global Reach
Algeria, Australia, Bahrain, Belgium, Canada, Chile, Czech Republic, France, Germany, Guatemala, India, Iraq, Ireland, Italy, Japan, Kosovo, Lithuania, Mexico, Pakistan, Portugal, Qatar, Singapore, South Africa, South Korea, Spain, Taiwan, United Arab Emirates, United Kingdom, United States, Uzbekistan, and counting.
LED Display Formats
I designed and animated site-specific content for a diverse range of hardware including flagship video walls, immersive entrance portals, transparent Muxwave displays, and large-scale digital billboards.
02
Archway Automation
Built for Scale, Designed for Creative Freedom.
The problem:
Skechers retail locations globally feature unique architectural "entry portals" with non-standard LED dimensions. Manually resizing, retiming, and previsualizing content for every individual store was a massive production bottleneck.
The solution?
I developed a custom After Effects script (SKX Retail Arch Resizer) paired with an expression-driven 3D previs template. This resulted in a 70% reduction in project setup time while ensuring pixel-perfect execution across diverse global screen archways.
Script & Template features
Dynamic Resizing: The script allows artists to input specific panel dimensions (Left, Ceiling, Right) for any store, from Mumbai to Miami
Expression-Driven Previs: Upon running the script, the 3D 'Portal' template automatically repositions and resizes its panels in 3D space, maintaining perfect edge-alignment.
Persistence & Presets: Integrated a Save/Load system for store-specific metadata, allowing for instant project reconstruction and updates.
03
The Global Standard
Established a New Way Forward
The concept was adopted as the new standard for Skechers’ premium retail presence, with select work reviewed directly by the CEO.
Global Standard: The workflow and templates I built became the foundation for subsequent openings. This includes flagship stores in Tokyo, Dubai, Madrid, Miami, and more.
Continued Growth: The system made it practical to keep expanding, and new custom stores keep coming in.
Team Impact: The automation allowed our collaborative team to produce high volumes of custom content without getting bogged down in repetitive technical tasks. The templates and scripts are still in use today as requests for new custom stores continue to come in.