Groove Jones partnered with Crocs and DICK’S Sporting Goods to produce a social campaign celebrating the Crocs x NFL partnership. To highlight the collection in an eye-catching way, we created a faux Out-of-Home (OOH) video series that appeared to show giant NFL licensed Crocs being delivered onto DICK’S Sporting Goods store parking lots across the country.

Using advanced Generative AI tools and traditional VFX techniques, the Groove Jones team brought this imaginative concept to life with realistic, cinematic visuals designed for social sharing.

Challenge

Crocs wanted to promote its NFL collection in a way that felt unexpected, shareable, and technologically innovative. The campaign needed to stand out from traditional retail marketing while connecting the excitement of football season with the playful spirit of the Crocs brand.

The creative brief called for a hyper-realistic video that would stop social media users mid-scroll with a spectacle that looked believable yet was entirely mind-blowing.

Production & Technology

Groove Jones developed the concept of a AI-generated “faux OOH” video using our proprietary GrooveTech GenVFX AI pipeline. The generated video featured parachutes dropping oversized five Crocs NFL Clogs right into a DICK’S Sporting Goods store lot with excited onlookers filming the over the top event. It began with converting a static DICK’S storefront provided by the client into one that was covered in snow and decorated for the holidays.

We designed the experience through a traditional process; like storyboarding each sequence to get approval of the story.

We also modeled CGI blocking to lay out the composition of the video and to control the story we were visualizing.

To maintain precise product details of the clogs we used online cloud services to train custom LoRA models using product imagery of Crocs’ NFL Team Clogs and DICK’S Sporting Goods locations.

We then used this custom LoRA with AI models like Flux and also Gemini Flash 2.5 (also known as Nano Banana) to generate highly realistic first and last frames that were then processed through various AI video models like Veo 3.1 and Moonvalley’s Marey to create the shots that appeared photorealistic and grounded in reality.

We then brought all the generated elements into Nuke for final polish and compositing, ensuring that all product details were precisely accurate and tracked in environment elements like falling snow and camera shake.

Editorial & Sound Design:

The team handled compositing, motion enhancement, and sound design to heighten the illusion, complete with snow, holiday crowds, and ambient outdoor sounds.

Social-Ready Finishing:

The video was finished in 2K resolution with audio mastering for mobile playback, ensuring maximum impact and quality across digital platforms.

Results

The video was released on the DICK’S Sporting Goods official social channels. Check out DICK’S Insta post – https://www.instagram.com/reel/DSF5tPCEd7C/?igsh=MTB3dDU0NmR6NW9q The video is formatted vertically (9:16) for social platforms including Instagram Reels, TikTok, and YouTube Shorts, each running approximately 15–20 seconds.

By combining AI innovation, traditional VFX, sports culture, and retail storytelling, Groove Jones helped Crocs and DICK’S Sporting Goods deliver a campaign that was both entertaining and effective, driving engagement, shares, and excitement around the new NFL collection.

For the fun of it, we even created some behind the scenes photos of the on location “shoot” that may have occurred.