PUMA: HYBRID ROCKET

CLIENT
PUMA

AGENCY
COLOSSAL MEDIA

MARKET
NEW YORK

PUMA invited Colossal to help announce a Summer 2018 release, the Hybrid Rocket. The shoe united two of the brand’s technologies, IGNITE foam and NRGY beads, launching a product that landed in the sweet spot between comfort and performance.

The Colossal Creative Studio worked hand-in-hand with PUMA to develop the creative. Working within an existing visual system of ampersands and Venn diagrams, we developed a high-impact installation that gave the national campaign a fresh face for OOH.

Our narrative played out in three acts on a corner-wrapping unit. Two phases of image and word pairings teased the product and drove awareness. The third creative rotation revealed the drop.

WORD & PLAY

Campaign copy evolved from the product’s tagline, “the power of &”. Images in each phase balanced playfulness with seriousness, further highlighting the product’s ability to live in two worlds.