The PUMA RS-2K is part of PUMA's "Running System" (RS) series, which originated in the 1990s as one of the brand's first running shoes to feature advanced cushioning technology. The RS-2K (short for Running System 2000) is a more recent addition to the lineup and reflects a futuristic reinterpretation of early 2000s style, mixed with modern tech and bold design.
The project was to develop a cohesive visual campaign for the Puma RS-2K sneakers, targeting a digitally savvy audience with a flair for nostalgia and futuristic street style.
The visuals needed to highlight the innovative design of the sneakers while creating a narrative that blends retro internet aesthetics with a cutting-edge, high-tech vibe.
Role: Creative Art Direction / Graphic Design
The project was to develop a cohesive visual campaign for the Puma RS-2K sneakers, targeting a digitally savvy audience with a flair for nostalgia and futuristic street style.
The visuals needed to highlight the innovative design of the sneakers while creating a narrative that blends retro internet aesthetics with a cutting-edge, high-tech vibe.
Role: Creative Art Direction / Graphic Design
The idea behind these videos revolves around "defying gravity and breaking the ordinary" a concept that mirrors Puma's identity of pushing boundaries in style and performance. The floating shoes, surreal props, and futuristic settings create a narrative of innovation, energy, and individuality.
Each scene represents a unique world where the product becomes the hero, transcending its functional purpose to symbolize creativity and self-expression. The integration of playful, unconventional elements like clouds, neon signs, and drones adds a layer of dynamism, suggesting that Puma footwear is not just for movement but for making bold statements in life and style.
