The performance marketing division of PUMA recently partnered with T2 Studios to introduce customers to PUMA CELL. PUMA CELL is a branding system used across all products and marketing platforms that communicates to the consumer what each PUMA product will “do” for them. (will it block the wind, keep out rain, or keep me cool, etc.)
Usain Bolt is the Performance Ambassador for PUMA and the perfect person to help explain what PUMA CELL is all about. T2 traveled to Jamaica to capture Bolt’s performance and built a motion graphics world around him to help tell the story without the benefit of a voiceover track. Because the piece will be used in stores internationally it has to work for a customer who might not be able to read all the tiny details. T2 Studios had a blast developing a system of icons and imagery to match the PUMA CELL style that is universally understood.
The PUMA brand is about joy so we took every opportunity to add something a little fun or quirking to the scenes. Being able to work with such a powerful brand and develop ideas from the ground up was an exciting challenge.
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