PUMA FOOTBALL: WOMEN’S EUROS
The Women’s Euros is a major event in world football.
Puma sponsors some of the biggest international teams battling it out for summertime glory.
Iceland, Switzerland and Portugal are among the most exciting and accordingly, were dropping fresh shirts for the competition.
Puma called us up to handle the visuals.
STORY
Ahead of this summer’s Women’s Euros, Rascal worked with Puma Football to launch six new international shirts — two each for Iceland, Switzerland and Portugal.
The brief from Puma was an open one. They knew they wanted to use CG for this campaign (instead of a more typical photoshoot) but the rest was up to us. Could Rascal create a great concept that elevated the shirts… then design and execute it? We knew we could.
The concept we created was clear and simple: We took the design motifs embedded in the fabric of the shirts and used them to inform distinctive CG environments. Iceland’s shirt contained a Northern Lights motif, so we designed a black sand beach awash with aurora caustics. Switzerland’s shirt had a graphic motif evoking precision, so we carved that graphic into snow-swept Alpine rock. Portugal’s shirt featured a quinas motif - the historic symbol of a proud seafaring nation - so naturally we created a coastal crag with a swell of Atlantic Ocean.
Our environments served as evocative backdrops for the shirts themselves. Both were built from scratch through bold and meticulous CG artistry. To augment our environments we sourced a variety of dramatic stock footage. This was carefully graded by the Rascal colour team to perfectly match the CG sequences. The shots were knitted together and we had a film. Almost.
The final touches to this project came from the Rascal sound team. They created diegetic sound for each environment and then worked that sound into a beat that drives the edit. The addition of a horn loop allowed us to create a sense of scale and drama befitting the Women’s Euros.
This work ran across a variety of Puma channels, from social to e-comm and beyond. It was also covered by many of the big football outlets.
