SEE THE GAME LIKE WE DOUnlocking A New Perspective
Sports psychology and modern culture revealed fast unlocks a new perspective. For the fastest, the game moves slower, the playing field looks bigger, next plays are anticipated, and moments for victory are created.
Design System
I was tasked to developed a custom visual identity system, centered around an effect dubbed “Lenticular Lens.” The force-field-like effect brings the campaign messaging to life, creating an abstract representation of how PUMA athletes see the game differently from the opposition. Also developed was a comprehensive design system guidebook, ensuring worldwide cohesion across the many teams of PUMA global. This campaign was carefully conceptualized to integrate into the existing PUMA visual world while also standing out as an impactful and memorable brand moment, living across digital, film, out-of-home and more.
Imagery transports viewers directly into the heat of the moment: screaming past defenders, soaring far beyond the world record and striking the game winning goal.
Imagery transports viewers directly into the heat of the moment: screaming past defenders, soaring far beyond the world record and striking the game winning goal.Sculpting The Scene
Tasked to create over 70 key art images for OOH + Digital usage. A complex process of layering was required to achieve the in game energy that PUMA was seeking to display.
