Puma aimed to launch a campaign for its 50th Anniversary of Hip-Hop sneaker collection that not only celebrated the evolution of hip-hop culture but also engaged audiences, built brand awareness, and solidified its connection to the culture through impactful social media storytelling.
50th Anniversary of Hip Hop
We started by diving into the roots of hip-hop, crafting a visual identity that honored its legacy. By blending nostalgic elements with modern storytelling, we created a campaign that felt authentic, bold, and true to the culture.
WHAT WE CREATED
To bring this vision to life, we designed a strategy rooted in storytelling and authenticity. Our approach included:
Immersive Era-Based Sets: We recreated environments representative of each era.
For the cassette tape era, we shot the sneaker in a vintage-inspired studio complete with boomboxes, cassette tapes, and retro stereo players to evoke nostalgia.
For the MP3 era, we captured the sneaker surrounded by portable music players and iconic early-2000s accessories, channeling the tech-forward vibe of the time.
For the streaming era, we set up a DJ-inspired studio with modern turntables, vibrant neon lighting, and sleek digital equipment to reflect the energy of contemporary hip-hop culture.
Location Selection: We partnered with a renowned recording studio in New York, tying the campaign to the birthplace of hip-hop and grounding the visuals in authenticity.
Social Media-Centric Content: Every shot was designed to stand out on platforms like Instagram and TikTok, ensuring the visuals were bold, engaging, and scroll-stopping. We produced a mix of stills, dynamic videos, and behind-the-scenes clips to offer variety and maximize reach.
Cultural Precision: By aligning the visuals with each era, we created a seamless connection between the sneakers and hip-hop’s evolution, allowing the audience to instantly grasp the collection’s significance.
