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.

Mixing cyan paint for the Puma mural
Creating custom colors for Colossal's mural
Jasper painting the red half of the Venn diagram
Puma Hybrid Rocket mural in progress in Williamsburg

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.

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..

Puma mural GIF

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.

Puma mural GIF
Peapod hand painted mural in BrooklynThe Passion Project - A Colossal Undertaking