Creativa 
- Behind-the-scenes insights on the creative collaboration
- Q: The Puffer Plane concept was ambitious. How did you feel going into it?
- Q: What stood out about working with Creativa on this project?
- Q: What impact did the campaign have?
- Q: Beyond results, what was the collaboration like?
- Q: Any final thoughts?
- Our Takeaway
- Work With Us
- Next stop: what wild idea can we help you bring to life?
Behind-the-scenes insights on the creative collaboration
At Creativa, we love bringing ambitious ideas to life. So when HERO and Decjuba approached us with a concept that was bold, playful, and technically demanding (a Boeing 787 wrapped in a giant puffer jacket), we knew it was going to be something special.
The Puffer Plane went on to capture imaginations across the globe, hitting over 120 million views and doubling Decjuba’s puffer sales week-on-week. But what really made this project soar was the collaborative spirit between our team, HERO, and Decjuba.
We sat down with Ben Lilley, Creative Chairman at HERO, to get his perspective on how the campaign came together and what made it so memorable.
Q: The Puffer Plane concept was ambitious. How did you feel going into it?
Ben Lilley: From the very first storyboard, we knew this was going to be extraordinary. The idea of a Boeing 787 wrapped in a puffer jacket was wild, but we wanted it to feel real, believable, and awe-inspiring. That’s where Creativa came in.
Q: What stood out about working with Creativa on this project?
Ben: Their creativity, precision and passion were unmatched. The 3D animation and rendering were so lifelike that people across social media were left wondering, “Is that for real?!” Creativa tackled every challenge, from perfecting the puffiness of the jacket model to adjusting light and shadow for realism, with technical brilliance and artistic flair.
Q: What impact did the campaign have?
Ben: The results blew us away. The Puffer Plane soared to 120 million views globally, sparked viral engagement from Melbourne to Milan, and doubled Decjuba’s puffer sales week-on-week. It’s become a benchmark for future FOOH activations.
Q: Beyond results, what was the collaboration like?
Ben: Seamless and inspiring. Creativa worked hand-in-hand with HERO and Decjuba, always proactive and responsive. They pushed the creative envelope at every stage, and their collaborative spirit made the whole process a joy. We couldn’t have asked for a better partner.
Q: Any final thoughts?
Ben: Simply put, Creativa brought this wild and wonderful idea to life. Their work made the Puffer Plane unforgettable.
Our Takeaway
The Puffer Plane wasn’t just a campaign; it was proof that when bold creative vision meets world-class execution, the results can be extraordinary. For us, the project showcased what we do best: combining storytelling, innovation, and technical brilliance to make the impossible feel real.
We’re proud to have partnered with HERO and Decjuba to set a new standard for FOOH activations, and we’re excited to keep pushing the boundaries of what’s possible.
Learn more about the campaign here.
Work With Us
Next stop: what wild idea can we help you bring to life?
Want to see how Creativa can help your agency deliver unforgettable campaigns?
👉 Contact our Director of Commercial and Partnerships to book a free Agency Accelerator Session, and let’s talk about your next pitch or project.
Book a session here.
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Call: (03) 9999 1333
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