Puma
Tapping into the fiercely raw, uncompromisingly bold ethos of director Salomon Ligthelm for this global Puma campaign was an exhilarating creative endeavour. As a studio, our core job was figuring out how to translate the visceral grit, style, and swagger of wild risk-takers into a compelling pitch deck, ensuring the creative concept felt genuinely reckless, raw, and alive while still respecting Puma's iconic sports heritage.
To build this untamed universe, we threw ourselves into extensive 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 visual layouts with signature Puma brand colours. This grounded structure perfectly complemented the dark, chaotic visual landscape we were art directing, mirroring Salomon’s rapid narrative rhythm.
Every page spread was meticulously paced to mirror the film's adrenaline, balancing heavily textured film grain with sharp, contemporary typography. We curated mood boards that leaned into nocturnal urban streetscapes, sweat-slicked portraits, and kinetic light trails—capturing that fleeting, high-stakes boundary between total physical exhaustion and absolute victory. This distinctive visual language provided an immediate preview of the campaign's atmospheric tension, emotional velocity, and unyielding attitude.
Working closely alongside Salomon to map out how these disparate stories of passion, grit, and triumph would ultimately collide, it is deeply gratifying to see how the final commercial film spots clearly translated our original treatment onto the small screen. For Salomon, the true winners are always those fearless individuals that see life as a collection of relentless challenges to accept. That’s exactly the uncompromising spirit he embodied throughout this entire commercial campaign, and we are absolutely thrilled to have helped him cross that finish line together. A creative triumph for everyone involved!