National Forest collaborated with Puma, video director Jared Eberhart, and photographer Jon Johnson to concept and create a 60-foot set out of the PUMA letterforms for “The Games We Play” campaign. The playful environment was a pleasure to dream up, fun to build, and even more fun to watch.
National Forest worked closely with Company Inc Sets to develop a cohesive look for the various props and set dressings.
National Forest developed the concept and tone for the advertising campaign that followed. All printed collateral ran as if it were promotion for an avant-garde theater production named “The Games We Play.” The faux theater piece was about the act of sport, a play about play. In a strange post-modern twist the name of the faux campaign was the name of the actual campaign which ran globally above and below the line.
National Forest concepted and designed the physical sets, managed the set builders and art department, art directed the campaign photography, copywrote, and designed the campaign’s advertising templates and seasonal lookbook. The campaign was used online, in video, in editorial and OOH advertising, as in-store graphics, and on special promotions.
Creative Director: Alex Lowe
Video Director: Jared Eberhardt
Photography: Jon Johnson
Art Department: Sara Newey, Christy McCaffrey
Fashion Stylist: Gena Tuso