Creative Challenge

Develop a 10-20 second piece of motion content for use on Instagram. This piece of content will be part of a wider social content package used to drive awareness of the new PUMA Cali silhouette and drive purchase consideration. Bring to life the PUMA Cali world and lifestyle element. Cali Sport will live seamlessly within the Cali world already established. Include the photographic assets provided by PUMA.

Overall direction

The original PUMA California rose to fame on the courts, but soon crossed-over cultures and quickly became a street-style staple. Cali Sport will push posing, styling, color, and image treatment to create an atmospheric, nighttime world. The setting could be on location at night, or with moody lighting in studio. Pops of neon, iridescence, or super-saturated colors will give imagery a harder edge.

The covers

Generate, art direct and launch a 10 day artistic branding campaign on Instagram to celebrate the Billboard Top 10 artist Billie Eilish.
Inspire and communicate to the audience that the artist is desirable through interesting and creative posts.
Drive engagement by fully utilising the features of the platform.

The set design

From day to night, from exotic to urban. To evolve the visual narrative and adapt it to the UK scene, I developed a set in which neon lights and punchy colors immerse the viewer in an atmospheric world.
To keep the 80s vibe -a recurrent element of the Cali collection- and create a bridge between past and future I choosed to bring an arcade on the scene. This prop also aim to evoke the idea of joy of competition and play, which are part of PUMA's brand mission.

The post

The motion piece it's built in a way that each scene can potentially "live" on his own: the room, the street, the brick wall poster. These different scenes also aim to fit within the diverse channels of PUMA and key retailers, based on their content mix strategies and guidelines.

Adaptability

Key visuals of the motion piece have been extracted and optimised to be used as Instagram stories and drive either brand awarness, suggesting the viewer to see the full motion post, or to drive sales, with different call to actions and swipe up links. Elements like the shoe, the sign, the tagline and the arcade have also been provided as Giphy stickers, to encourage PUMA fans to tell their own stories with PUMA Cali.

Deliverables:

Art direction deck
Storyboard
Style frames
Instagram post
Instagram stories
Instagram stickers