DECJUBA launches the D-LUXE Puffer Jacket fit for a Boeing 787 in new viral campaign via HERO

DECJUBA launches the D-LUXE Puffer Jacket fit for a Boeing 787 in new viral campaign via HERO

Leading Australian fashion retailer DECJUBA has landed its must-have fashion piece for Winter, with its own custom D-LUXE Puffer Jacket fit for a Boeing 787 created in partnership with creative agency HERO and production partner Creativa.


The innovative AI content has captured the attention of DECJUBA lovers, generating over half a million views on social media overnight and marking the arrival of the brand’s newest D-LUXE Basics puffer collection.

The AI clip shows the puffer-clad plane arriving at Melbourne Airport to the surprise of the startled passengers inside the terminal, with viewers on social media asking, “is that for real?!”.

To put comments to rest, DECJUBA can confirm that while the stunt is very convincing thanks to 3D animation, rendering and a little creativity, its sleek and stylish puffers made with recycled materials are currently only available in human-sized measurements.

Says Tania Austin, founder and CEO of DECJUBA and D-LUXE Basics: “Our puffers are an iconic brand favourite, so we wanted to find a new and playful way to celebrate the arrival of this new must-have staple for winter. HERO came up with this idea and we loved it.

“It’s been amazing to see the positive response from our launch take off with our customers. There are so many innovative opportunities we can explore in this space, and we are excited to share what’s next for our brands.”

Says Ben Lilley, creative chairman of HERO: “Creating such a realistic render presented numerous challenges, but our team was committed to bringing this vision to life with DECJUBA. From perfecting lighting and shadows to ensuring every detail was impeccably executed, our animators have truly outdone themselves and we’re proud to see this content soar.”

The ‘D-LUXE Puffer Plane’ won’t be picking up any passengers anytime soon, but customers wanting to check out the new puffer range can shop the new collection in store and online at from today.

See the D-LUXE Puffer Plane land via DECJUBA’s social channels below.

Client – DECJUBA
Chief Customer Officer: Penelope Reidy
Social, PR & Partnership Manager: Belinda Ear

Creative Agency – HERO
Project Manager: Stephanie Rinaldi
Communications Director: Ebony Santin
Executive Creative Director: Shane Geffen
Art Director: Charlotte Smith

Production Partner – CREATIVA
National Account Director: Warren Sevel
Creative Director: Steve Bristow
3D Animator: Julian Rodriguez