London creative production studio, The Berry could not have made a bigger deal for adidas about its new NHL jersey. It got Justin Bieber involved.

The Berry collaborated with Justin Bieber’s fashion brand, Drew House, to launch its new NHL All-Star jersey, and to advertise the All-Star ice hockey tournament that took place in early February in Toronto, Canada.

The campaign includes a series of eye-catching viral VFX videos – plus a lot of Instagram activity by both Drew House and Bieber.

A huge CG NHL All-Star jersey was hung on the infamous CN Tower and a giant Joy Balloon burst through the billboard at the entrance of Scotiabank Arena and up into the sky. The photo-realistic effect and super sharp texture for the jersey, was achieved by The Berry photographing every detail of the logos, badges, threads and fabric of the physical jersey. The studio then built and applied the entire surface texture to a 3D model of it in a CG software. Cloth simulation and tearing billboard animations were created using Houdini to achieve convincing details for the giant balloon and jersey as well as the billboard it “burst through”.