Puma Lift Projects Life On Bare Skin


See the beach girl at left? Her environment -- all the way down to her clothes -- are tricks of the light. This is her, pre-projection.

Shots of underpants-clad people in bare rooms appear in these displays for Puma's ongoing Lift campaign ("Light injected footwear"). Somebody turns an out-of-sight overhead on -- and voila, the more colourful elements of life is projected onto them. Cool idea by Droga5; other campaign credits here.

See street and surf guys. Also see the commercial, where a courting couple projects its desires onto the atmosphere. The song's appropriate in the context of these pieces.

by Angela Natividad    Mar-17-09   Click to Comment   
Topic: Good, Guerilla, Outdoor   

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This spot has a very 'artsy' feel to it that I like. I wish they had either a behind the scenes vid or a street campaign to go along with it though.

Posted by: Cory O'Brien on March 17, 2009 12:10 PM

It's kind of a tree-falls-in-the-woods scenario, though. Without your explanation, Angela, I would know none of this from just looking at the ad. So does any of this affect me without the accompanying press release that tells me all the cool stuff they did? Meh.

I don't deny that it's cool, and I think the ad is an effective visual, so no knocks from me. But this extra effort to set this shot up sounds like nothing more than a great way to pitch the idea to the client and get it sold. In the end, all this extra effort probably would have been easier with retouching and been just as effective.

But getting off my soap box for a moment...WOW! THIS IS FRIGGIN' AWESOME!

As you were.


Posted by: Bob Knorpp on March 17, 2009 5:43 PM