Puma “The Games We Play”

Puma “The Games We Play”

We love whenever we get approached to work on a project that is HUGE in scale. Which is why it was a joy to collaborate with PUMA, video director Jared Eberhardt and photographer Jon Johnson on a campaign known as “The Games We Play”. The campaign which featured a 60-foot large-scale letterform of the word “PUMA”, was a pleasure to dream up, a blast to build and even more fun to watch as the campaign unfolded.

Puma “The Games We Play”
Puma “The Games We Play”Puma “The Games We Play”
Puma “The Games We Play”
Puma “The Games We Play”
Puma “The Games We Play”
Puma “The Games We Play”Puma “The Games We Play”
Puma “The Games We Play”

In addition to creating the pinnacle set, National Forest also conceptualized the tone for the accompanying advertising campaign. All printed collateral ran as if it were a promotion for an avant-garde theatre production about the act of sport, or rather, a play about a play. In a post-modern twist, the name of the faux-campaign was also the name of the actual campaign, which ran globally above and below the line.

Puma “The Games We Play”Puma “The Games We Play”
Puma “The Games We Play”Puma “The Games We Play”
Puma “The Games We Play”
Puma “The Games We Play”

National Forest conceptualized and designed the physical set, managed the set builders and art department, art directed the campaign photography, executed the copywriting, and designed the campaign’s advertising templates and seasonal lookbook. The resulting campaign was used in all facets of Puma’s promotion—online, in video, in editorial and out-of-home advertising, as in-store graphics, and on special promotions.

Puma “The Games We Play”
Puma “The Games We Play”
Puma “The Games We Play” Puma “The Games We Play” Puma “The Games We Play” Puma “The Games We Play”