“Forever Faster”, Puma’s slogan clearly showcased the communication of RS-2K sneakers that stand out for the future that has already arrived.
The brand’s target audience is Generation Z representatives who are living their lives in two dimensions and perceiving style as a tool to create their own world and identity. Therefore, addressing our audience, we integrated one of the most popular Ukrainian influencer stars into the futuristic world, and the RS-2K sneakers became the tool to activate the future. In the video, the future appears in two aspects: first, in a specially designed location inspired by the capsules of the Nakagin Tower by architect Kisho Kurokawa. Then, the RS-2K sneakers transfer the heroine in the futuristic world created by PHOTOGRAMMETRY scanning technology followed by 3D-rendering, elaboration, and animation. The visual effects artists recreated the heroine’s entire wardrobe, accessories, and the virtual location she is transported to. The video has become a breakthrough for Puma’s advertising communication in Ukraine where such a mix of technologies and filming for local tactical advertising campaigns has never been used.
INFORMATION
Client: PUMA Ukraine
Marketing Director: Tatiana Kovalenko
Media Marketing Specialist: Heorhii Nazarchuk
Artist: Nadya Dorofeeva
Artist Team: Irina Gorovaya • Lena Rogova • Mariam Sakanyan
Seek.studio Production Team
director Vlad Fishez & Olga Babych
dop Nikita Kuzmenko
executive producer Kostya Khytry
line producer Taya Holiy
producer assistant Darina Tverdokhleb
unit manager Dima Mazhuga
art director/production designer Olga Babych
set designers WokaWoka
stylist Ann Khytra
makeup Olga Mishura
hair stylist Natalia Braslavich
gaffer Alexander Shvets
focus puller Vladislav Dobrik
video assistant Max Levchenko
photographer Ksenia Kargina
light assistant Sergey Illin
bts Oleg Bondarenko, Kostya Semerei
bts photo Kostya Bibliuk
Post-Production
post-production producer / graphic designer Kostya Sen
editors Vlad Fishez, Kostya Semerei
vfx consultant Indy Hait
cg/art directors massa+ Eugene Lekh & Eugene Pylinsky
sfx Propeller Studios
color Erlan Tanaev
clean up weare fx: Stas Ravskyi & Alexandr Dysenko
character and props 3d models deep3dstudio: Vadim Shestakov, Evgeniy Shestakov, Andrey Kompaniets, Evgenie Shestakova
