"Sundsbo's ability to convey motion and beauty through his technical expertise is what drew us to work with him. This creative is a new look for Puma, a departure from the more lifestyle campaigns we've done in the past. 'I'm Going' moves our look forward with a more digital representation of our brand and products," says Antonio Bertone, Puma's global director of brand management.
The composition and dynamic beauty of the images are intended to capture the energy and style of Puma. A collision of sport and fashion, the images feature acrobatic poses, dramatic lighting and the use of water to add an intensity and power to the sophisticated images. To create the desired montage effect, Sundsbo shot the water images in multiple frames and then layered them.
The Spring/Summer 2006 imagery depicts products throughout the range incorporated into one complete look. Different divisions are shown together, including the performance sport, lifestyle, sport fashion selections and Puma's new denim collection with Evisu. As the brand's visibility and breadth of product increases, Puma has taken the opportunity to show a more refined and inspirational vision for its consumers.
Puma has targeted Elle, GQ, Glamour, Cosmopolitan and Marie Claire for the campaign in South Africa.
