Sunday, January 24, 2010

Modular creativity from Puma. Well played.

What would happen if Spike Jonze, Michel Gondry, and Wes Anderson decided to advertise athletic shoes and apparel? The spots would certainly feature a catchy track and be high concept (maybe even involve Legos). They might turn out something like this:

Directed by Jared Eberhardt with collaboration from National Forest, "The Games We Play" concept combines playful live-action with a fully illustrated stage set. The four videos featuring golf, fitness, motorsports, and running each bring their own spin to the idea. Puma has positioned itself as being more about active play, and less about serious competition. Athletic marketing tends to be result-focused and powerful. Puma offers a refreshingly quirky sense of humor to the intense sports arena.

Check out the rest of the videos along with the director's interview. Eberhardt takes you backstage and shares how the project came to life.

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