Overview

PUMA Team Sports’ AW24 global campaign, Fuel Your Fast, launches the all-new ULTRA 5 boot, engineered from over two decades of PUMA Motorsport innovation. The ULTRA 5 generates explosive energy and multidirectional speed, offering players unparalleled traction and control.

The Brief

Our brief was to build a campaign that captures the raw intensity of speed. Working alongside PUMA, KODE and director Gabriel Boyer, we were tasked with translating the engineering precision of Formula 1 into the language of football. The idea needed to connect both worlds through a shared obsession with acceleration, agility and performance.

The Outcome

We created a visual world that mirrors the experience of being behind the wheel. Three key creative principles – thermographic heat mapping, speed warping and a lenticular lens effect – were developed to immerse viewers in the kinetic energy of the game. The treatment highlights the extreme transfers of motion, distorting and blurring the players as if speed itself is being torn from their bodies.

Shot across multiple international locations, the hero film stars Fridolina Rolfö and Kingsley Coman, merging the precision of Formula 1 with the explosive movement of elite football. The campaign world extends beyond film into a complete design ecosystem, featuring custom helmets, Formula 1 liveries and animated graphics. The result is a cohesive global rollout across social, out-of-home, in-store and stadium environments, creating an unapologetic celebration of speed engineered for impact.