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The Brief
'The new Puma now has heightened senses to navigate the city.
Senses that can see around corners and respond to anything that the streets have in store. All in a New York minute. '
The All New Puma launch was a big deal for Ford. Its their best selling hybrid crossover vehicle in Europe. The challenge was to relaunch the vehicle producing all necessary assets for all channels and align the brand to the new Ready Set Ford brand strategy. The new Puma is the best way to connect with and explore your city. Packed with technology to complement a fast paced urban lifestyle and my art direction had to reflect that.
'Puma drivers are discerning and energetic individuals who are constantly in search of the latest pop-up fashion sales, vintage markets, or street food experiences. They are driven by the pursuit of new experiences, and city life for them is all about discovery.'
I defined the Puma hero talent and their tastes as a starting point, then defined the environment they inhabited. From there, I produced a brand book followed by a detailed shoot PPM — choosing the photographer, talent, locations, and shot heights and angles. Alongside this, I built a detailed media plan covering website, social, CRM and digital marketing assets.
