Puma - Fuel Your Fast

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.