PUMA evoTOUCH Launch Campaign
With the launch of PUMA’s third football boot, evoTOUCH, I needed to find a visual language to separate PUMA’s trio of boot silhouettes for the consumer, while driving home each silhouette’s specialty: speed, power and touch. The final concept relied upon three “elements” connecting the boot to the skill. evoPOWER = explosion. evoSPEED = blur. evoTOUCH = electricity. Additional distinction was created with a striking, vibrant colorstory, popping the new product against a black background for a clean, fresh campaign with “at a glance” understanding.
I lead the evoTOUCH campaign creative, as well as directed the campaign photoshoots, photographing premier international athletes across 6 countries, to create the global Retail, Print, Out of Home and Digital assets. In addition, I oversaw the creation of campaign guidelines and toolkit for global markets to implement, while providing creative support to markets around the world.
With the launch of PUMA’s third football boot, evoTOUCH, I needed to find a visual language to separate PUMA’s trio of boot silhouettes for the consumer, while driving home each silhouette’s specialty: speed, power and touch. The final concept relied upon three “elements” connecting the boot to the skill. evoPOWER = explosion. evoSPEED = blur. evoTOUCH = electricity. Additional distinction was created with a striking, vibrant colorstory, popping the new product against a black background for a clean, fresh campaign with “at a glance” understanding.
I lead the evoTOUCH campaign creative, as well as directed the campaign photoshoots, photographing premier international athletes across 6 countries, to create the global Retail, Print, Out of Home and Digital assets. In addition, I oversaw the creation of campaign guidelines and toolkit for global markets to implement, while providing creative support to markets around the world.
Creative Director ················· Remi Carlioz
Consulting Creative Agency ········ Neighbour
Photographer ······················ Jon W Johnson
Published ························· August 2016
Consulting Creative Agency ········ Neighbour
Photographer ······················ Jon W Johnson
Published ························· August 2016