PUMA: LQDCELL Shatter XT featuring TakkiesPUMA’s LQDCELL SHATTER is a high-performance collection which inspires athletes, both recreational and professional, to smash perceptions into smithereens, and forge new perspectives.
- Creative Director: Makere Thekisho
- Photographer: Wayne Reiche
- Photo Assistant: Channay Harvey
- Videographer: Lloyd Metcalfe
- Wardrobe Stylist: Mahlatse James
- Production Assistant: Karl Clements
- Hair & Makeup: Amy Sprawson
- Hair & Make Up Assistant: Donique Leonard
- Video Editor: Jason Matthews
- Graphic Design: Dale-Anne Scogings
- Motion Graphics: Matt Deuse
- Photo Retoucher: Ashiq Johnson
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
Makere Cross Thekiso was enlisted by the MMMob, as the Creative Director on the job. The talent in front of the camera – Nkateko Dinwiddy, AKA ‘Takkies’. She’s a Choreographer, Dancer and Fitness Fanatic, who is known for her Instagram feed, which frequently features her workouts. The shoot needed to be authentic to her high-impact training regime.
We found a small boxing gym in Randburg, where Takkies could get in the ring, and show-off her strength. The bold colours of the interior, along with an awesome Muhammad Ali mural, added to the overall feel of the set. It was dark inside, so we needed to light it up with powerful film equipment, to bump up the contrast and ambiance.
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 “Takkies” content to be clearly differentiated from the imagery of the other PUMA ambassadors. See Ayanda Thabethe’s 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.