Aritzia: Security Camera Puffer Heist

Fooh concept details:

A surveillance-style FOOH captures the amusing moment when Aritzia's "Super Puff" jackets appear to come alive and escape their packaging. Styled as security camera footage, the video shows a giant branded shipping box mysteriously opening in the middle of the store. The puffy winter coats then autonomously emerge and float away, demonstrating the brand's playful claim that "our down has a really high fill power." This clever visual metaphor transforms ordinary retail security footage into a whimsical product demonstration, humorously illustrating the lightness and loftiness of Aritzia's signature puffer jackets.