A plane has landed at Melbourne Airport donning a custom-fit puffer, in a new AI-driven campaign from Australian fashion retailer, Decjuba.

The AI content piece, created in collaboration with independent agency HERO and production partner Creativa, marks the launch of Decjuba's new 'D-LUXE' puffer jacket. The video quickly gained traction, garnering over 600k views across Instagram and TikTok within 24 hours.

Founder and CEO of DECJUBA and D-LUXE Basics, Tania Austin, said: "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!"

Austin said the launch had been well-received by 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."

Creating such a realistic render presented numerous challenges. Ben Lilley, Creative Chairman of HERO, said: "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."