Puma lined up its premier squad of soccer star ambassadors to front its new video game inspired ‘Unlock New Levels’ campaign for its new SS19 Puma One and Future football boots.
The campaign, created by agency Knas, kicked off in mid January with an initial trailer featuring a group of friends settling down to play a video game and each selects a playable super star character and chooses their weapon/boot of choice (Future or One).
Then the game starts with a brightly coloured collage of CGI gaming footage featuring players – including Luis Suárez, Sergio Agüero, Antoine Griezmann, Marco Reus and Romelu Lukaku – dribbling, tackling and shooting their way around the various in- game arenas.
The campaign initially launched on 11 January with a 30-second ‘Power Up. Unlock New Levels’ spot,
followed on 13 January by player specific spots led by Luis Suárez
and then on 14 January by Sergio Agüero
The initiative is also amplified across all the brand’s digital and social channels.
The campaign, created by agency Knas and directed by Hans-Christoph Schultheiss, blends different styles of popular computer games and each level the kids unlock is inspired by different video game genres.
For example, Griezmann’s ‘Giant Goalkeeper’ appears like a classic end boss, while Reus’ level is played in the style of a first-person shooter game, Suárez is a wild gunslinger, while Agüero faces a classic jump’n’run scenario and Lukaku has a Streetfighter style challenge.
The initial trailer is actually just the start of Puma’s Spring/Summer 2019 campaign and it promises that more levels will be available to be unlocked soon.
Created for Manager Production Teamsport Shanon Zuern, the Knas agency team was led by Creative Directors Eduardo Marques and Maximiliano Chanan, Producer Hülya Corty and Client Service Director Pierre Byman.
The production studio was Sehsucht, service production was by Falca, the DoP was Morten Forsberg, the producers were Frauke Fudickar, Stephan Reinsch, the editor was Andreas Bardet, the designers were Axel Brötje, Julius Brockelmann, Caroline Goehner, Andre Ljosaj and Ramon Springer, the 3D Lead was Timo von Wittken, with 3D artists Max Zachner, Jannes Kreyenberg, Heinrich Löwe, Fabian Heller, Frank Spalteholz, Florian Renner, Franz Ferdinand Kubin, Daniel Büttner and Chris Hempel, plus lead motion designer Arjen van der Wal and motion designer Mitra Navab-Pour.
The compositing lead was Florian Zachau working with compositing artists Alexander von der Lippe and Melissa Panek, with grading handled by Florian Wolf and Florian Zachau and music and sound Design by musicmusic’s Meik de Swan.
Comment:
A gloriously colourful blurring of gaming and football, the work feels fresh and modern.
As did 2018’s Puma creative from Knas which also aimed to engage a new generation of football fans who are defining and evolving the sport’s culture as it moves ever further out of the sport-only silo and mixes with music, fashion and arts.
The work sets out to bring a fresh and provocative approach to football and positioning it as a platform for self expression.
Puma Future ft. Antoine Griezmann from Knas on Vimeo.
Links:
Puma
https://eu.puma.com/uk/en/sports/football
https://twitter.com/pumafootball
https://www.instagram.com/puma/#
https://www.pinterest.co.uk/puma/
Knas
Leave a comment
You must be logged in to post a comment.