PUMA Flyer Lite brings lightweight cushioning, sporty style and everyday value to the whole family. The brief for Footgear × PUMA was to show value-conscious South African families they could have it all: comfort, durability, washability and the appeal of a global sportswear brand, with a shoe for mum, dad and the kids.
Our challenge was to turn those benefits into a bold, conceptual campaign for social media and a TV commercial for SuperSport. We combined traditional storyboarding with generative AI and node-based workflows to explore multiple creative directions quickly, bringing each idea to life through high-fidelity scenes featuring custom-created models in PUMA apparel. This gave the client a clear sense of the storytelling, styling and visual ambition from the outset.
Once the direction was approved, we developed and signed off the models and wardrobe, built a cohesive library of stills, then moved into video production. Product fidelity was critical: the shoe’s shape, materials, branding and design details had to remain accurate across every execution. We delivered within budget and on schedule, combining the speed of generative AI with years of experience on traditional shoots. Every frame was guided by the same fundamentals: storytelling, art direction, lighting, composition and craft.
Tools
- Higgsfield
- Weavy
