"Forever. Faster. See the game like we do. (DC)"

12 June 2024

2 mins 49s

Effortfully cool

We are all familiar with the concept of 'effortlessly cool', but there's nothing wrong with a little 'effortful coolness' from time to time, and this captivating film from ProdCo's Leigh Powis epitomises this idea. It is brimming with fantastic imagery from first to last, and that would be impressive enough, but it's the way they cohere – aided and abetted by fantastic soundtrack – that really makes this stand out.

The beauty of the photography is so consistent that watching this is like walking through a gallery where each image is surpassed by the next until you are unable to choose a favourite... or even a top ten.

As DAVID has noted a few times recently, we have moved a long way from the era when Nike and Adidas were duking it out in a bilateral battle for supremacy in the sportswear market. Every brand seems to be raising its game, and this stunning piece of communication from Puma makes it clear they are well and truly in the race.

Global

Sports Shoes