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PUMA: LQDCELL Shatter XT featuring Ayanda Thabethe

PUMA’s LQDCELL Shatter XT is a high-performance collection which inspires athletes, both recreational and professional, to smash perceptions into smithereens, and forge new perspectives. PUMA briefed MMM to create a series of striking Still Visuals and Video Content, using local talent to convey this narrative.

The Brief

PUMA’s LQDCELL SHATTER is a high-performance collection which inspires athletes, both recreational and professional, to smash perceptions into smithereens, and forge new perspectives. The hexagonal cells used in the design, are translated into the visual language of the range, with shards speaking to the many unique pieces which make up a person. The sportswear brand, with a firm footing on South African soil, wanted to create a series of striking Still Visuals and Video Content, using local talent to convey this narrative.

The MMMob Approach

MMM were quick off the mark to enlist MMMobster John Baloyi, as the Creative Director of the shoot. His muse – PUMA Ambassador, Ayanda Thabethe. She’s a TV Host, MC and Model, and knows her way around the gym. Accordingly, the shots and setup needed to be authentic to her fitness regime – low-impact exercise.

We found the perfect space to capture the sweaty session in, an airy and open yoga studio in Sandton. The half-domed structure and walls of windows, would add an extra layer of cinematic interest to the visuals, casting beams of light and hard shadows, over the course of the shoot.

Stills and Video were shot side-by-side, keeping the schedule tight, and the budget in check. With minimal props and a canvas of a space, the CD’s style was able to shine through, allowing the content of Ayanda to be clearly differentiated from the imagery of the other PUMA ambassadors. See Nkateko Dinwiddy shoot here.

The finishing touches, were the ‘Shatter’ visual effects. Once the selects were picked, the editing process could go ahead, and only then could Post-Production add the conceptual layer. MMM’s Graphic Designer took care of the photos. and a MMMob Motion Graphics Specialist, made magic with the video clips.

MMMobsters

  • Creative Director: John Baloyi
  • Photographer: Mpumelelo Macu
  • Photo Assistant: Channay Harvey
  • Videographer: Jason Haji-Joannou
  • Wardrobe Stylist: Mahlatse James
  • Production Assistant: Karl Clements
  • Hair Stylist: Saadique Ryklief
  • Hair & Makeup: Amy Sprawson
  • Video Editor: Jason Matthews
  • Graphic Design: Dale-Anne Scogings
  • Motion Graphics: Matt Deuse
  • Photo Retoucher: Ashiq Johnson

Find Us

We are co-located within the offices of POST, in the Old Castle Brewery.

Unit B1
Old Castle Brewery
6 Beach Road
Woodstock
Cape Town