PUMA | Future 1.3

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For the release of the Future 1.3 soccer boot from Puma, we were commissioned by the agency LaFourmi to create its promotional film. We crafted a film mixing live-action, 2D and 3D, all the while playing with the analogy between shoe and animal by highlighting the agility and power of the feline.

Our storytelling begins with the puma staring at us through the branches. The camera continues its travelling backwards through a dense environment composed of plants and then technical fibers: we are travelling to the very heart of the boot’s DNA.

The texture is initially smooth, but suddenly the paw print of the puma appears stealthily through the mesh: the animal followed us and wants to assert its wild side.

Every moment in which the scene is illuminated is an opportunity to add wild and urban elements to the background. The red and white light flashings help reinforce the bestial side of the shoe.

The traction provided by the sole of the boot is so powerful that the ground cracks under the studs.

In the same time, the studs and the spine of the sole become slightly translucent and an electrical impulse from the front of the boot to the back briefly reveals nerve connections.