Puma
Tapping into the fiercely raw, uncompromisingly bold ethos of director Salomon Ligthelm for this Puma campaign was an exhilarating endeavor. As a studio, our job was figuring out how to translate the visceral grit, style, and swagger of wild risk-takers into a pitch deck, ensuring the concept felt genuinely reckless and alive while respecting Puma's iconic sports heritage.
To build this untamed universe, we threw ourselves into cinematic film research that would form the foundation of the treatment. Focusing on high-octane and emotionally charged visuals with motion-blurred cinematography and intense human interaction, we implemented a sleek typeface in the design and anchored the layouts with Puma brand colours. This grounded structure perfectly complemented the dark, chaotic visual landscape we were art directing, mirroring Salomon’s rapid narrative rhythm.
Working with him to map out how these disparate stories of passion and triumph would collide, it's gratifying to see how the final spots translate the treatment. For Salomon, the ones who win are those that see life as a collection of challenges to accept. That’s exactly the spirit he embodied with this campaign and we’re thrilled to have helped him cross the finish line!