PUMA Brings You into the World of Formula 1 Drivers for ULTRA 5s Launch

Puma Team Sports AW24's latest global campaign, Fuel Your Fast, unveils the all-new ULTRA 5s, based on engineering insights from 23 years of PUMA Motorsport. The new ULTRA 5 generates immense energy and multidirectional speed, offering unparalleled traction.

Joining forces with 20(SOMETHING), KODE, and Gabriel Boyer, a visual world was crafted around the language of Formula 1. Producing three distinct principles - thermographic heat mapping, speed warping, and a lenticular lens - these were designed to bring the viewer into the world of the driver. Focusing on the intensity of the two sports, a visual treatment was developed that highlights the extreme transfers of energy, utilising a heat-mapped blurring effect that distorts and warps the players as if the speed is tearing off of them.

Shot across multiple locations, the hero piece centres around Fridolina Rolfö and Kingsley Coman in a world where we merge the intensity of Formula 1 with the agility of Puma’s football ambassadors, creating an edit that is fast, aggressive, and an attack on the senses.

The design world extends from animated graphical elements to custom helmets and Formula 1 liveries, creating a rich world that connects the boot to the campaign. Alongside appearing in the film, this is then rolled out across a global campaign comprising social media, out-of-home, in-store, and stadiums.

“Building a world inspired by one of the most intense and exciting sports gave us the opportunity to create a range of assets that would never normally be seen in a boot launch. From data-inspired motion graphics on giant LED screens that engulfed the set to a helmet and Formula 1 livery with custom-drawn type, this was an extremely rich and rewarding project from a graphical standpoint. I can’t wait to see this rolled out across the world, from in-store displays to a fully wrapped Formula 1 car at the boot launch,” said senior graphic designer, Rory Stiff, 20(SOMETHING).

“A great opportunity to level up a boot launch by approaching this with a more abstract lens, through the likes of heat-mapping and motion blur to celebrate two high-octane sports. A collaboration with PUMA that I am very proud of.” said senior account manager, Amy Greasby, 20(SOMETHING).

Jack Goodwin, executive producer at KODE comments, “Upon being approached by PUMA, it immediately felt like the perfect opportunity to partner with our friends at 20(SOMETHING); to provide a blended agency and production model which best serviced the client. We’ve collaborated for four years together in a multitude of ways, and this time for PUMA we’re really pleased with the creative results and look forward to seeing the work rolled out. It was great fun to have visionary director Gabriel Boyer on the project, and we’d also like to thank everyone at PUMA for trusting us as well as Falca, Everest, King Henry and Kouz for all their collaboration.”