TOO FAST
PUMA set out to launch the Deviate 4, a shoe built to make you run faster than your usual speed. So how do you capture it? Well, you don't capture speed like this. You lose it. Cameras are too slow. Athletes are too fast. (sadly) All that is left in the frame … is the Deviate 4.
Every time you try to capture the runners, they're already out of frame.
These were our key visuals. We didn't intend to save a lot on make up by showing just the backs of the runners, but we do think it helped sell the idea.
The film was all about the camera chasing or rather trying to chase the shoes.
We were told that these shoes were advertised in New York and London. But I live in Berlin. ://
The visual idea was strong enough to survive on websites and banners. Big win?
A pleasure to see my mood board escape from our decks and be out in the world. We also spotted it in Berlin while taking a walk, just how the advertising gods intended! :)
Credits
- Agency - adam&eve/TBWA Berlin & London
- ECD - Mark Shanely
- CD - Christina Rankel, Christian Lotz
- Art Director - Nidhi Shah
- Copywriter - Rag Brahmbhatt
- Strategy - Jack Gilbert, Martin Bassot, Joe Percy
- Account - Sophie Kelting, Linda-Aileen Macfarlane, Adam Patel, Helena Schilke, Mariana Solis Haro
Produced in-house by PUMA Group