PUMA

‘The Games We Play’
Sport Campaign

The objective of the Spring /Sumer 2010 Sport (Running, Women’s Fitness, Golf, and Motorsport) campaign was to show PUMA’s playful attitude towards sports. PUMA as a brand doesn’t like to take itself too seriously and in this campaign we hoped to expand upon the theme of bold colors and ‘spaces of play’ that we explored in the previous season.

Inspired by oversized letters, set-like spaces, cubes, retro video games and television, low tech materials, and oversized props, we began sketching giant letter environments and the fun (and quirky) ways they could relate to each of the Sport categories and featured products. Jarod Eberhard was hired as director, Jon Johnson as photographer and agency National Forest set to work on the set build, illustration, artwork and art direction.

The end result combined our illustrated letter environments with playful live-action. Four different videos (one for each area of Sport) are brought to life a modular world of sport, games, animated backdrops and hairy monsters. As Senior Creative for PUMA, I was responsible for initial concept ideation, design and production of the print, digital, retail, and PR assets, and management of all assets across all global channels.