Puma: Lift

No wonder the clothes are so light.

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Editor's Pick

Droga5's recent work for Puma's Lift ultra-lightweight shoe includes a light-filled spot, print work, a website from Firstborn and a whole lot of production wizardry. Droga5's debut spot for the sportswear brand, created with MJZ and director Rupert Sanders, used as many as 20 projectors to create a stage performance composed entirely of light. The spot is a multilayer choreography of actors with projected clothes, moving objects and thought bubbles, all against a fluid stream of background images, which as you may have guessed, are also projected. Sanders says one of the biggest challenges was light traffic––because of all the intersecting projections, images could counteract each other and appear washed out.

Firstborn's creation is a site that reimages shoe specs in an amalgam of 3D modeling, video and Flash. As the site loads, an animation represents the shoe's lightweight foam as molten orbs that coalesce to create the shoe––Firstborn created some of the 3D models from a CAD file the shoe company provided. Adding motion graphics to the mix, the rest of the shoe comes together and flies onto a balance scale, where the user can jump in and weigh the shoe against everyday objects emptied from the pockets of the two actors flanking the fulcrum. The process reveals that the shoe is indeed a little heavier than a handful of condoms, but much, much lighter than a flute.

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Mar 11, 2009
Droga5 New York
Creative Chairman:
David Droga
Executive Creative Director:
Duncan Marshall
Art Director:
January Vernon
Scott Ginsberg
Head of Integrated Production:
Sally-Ann Dale
Agency Producer:
Dana May
Production Company:
Rupert Sanders
Director of Photography:
Chris Soos
Executive Producer:
David Zander
Executive Producer:
Eric Stern
Line Producer:
Laurie Boccaccio
Editorial Company:
Spot Welders
Neil Smith
Michael Heldman
VFX Company:
Creative Director (VFX):
Cedric Nicolas Troyan
Flame Artist:
Alex Kolasinski
Flame Artist:
Sarah Eim
Flame Artist:
Chris Staves
Sound Design:
Trinitite Studios
Sound Designer:
Brian Emrich
Search Party Music
Music Artist:
The Magnetic Fields
Philip Loeb
Audio Post Production:
Sound Lounge

See more credits

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