The Brief

The Muse 2 Kicks and Capsule Collection were dropping in AW19, due to popular demand. But this time, the sneakers were being rolled out in a metallic version. The Muse range is for the strong, successful woman. It treads somewhere between sporty and sophisticated, with an edgier, more exclusive feel. In addition to the collection’s own characteristics, the theme, ‘Own Your Unknown’, needed to be conveyed. With the inspiring and ambitious, Nomzamo Mbatha as the model, the MMMob had the perfect muse.

The MMMob Approach

MMM’s Creative Director looked back, way back, to the original muses – The Nine Greek Goddesses. They inspired melodies, masterpieces and odysseys. The Muse 2 pays tribute to these deities, sending a message that these figures were more than just inspiration to others, they inspired themselves to just ‘Do You’.

Mobile Media Mob decided to shoot in a photographic studio. This would give us complete control of lighting and the environment. MMM’s Propmaster sourced key pieces which took the scene from ordinary to ancient, including plinths, luxurious fabrics, statues, busts and faux cement sculptures. Video and Stills were shot simultaneously, to meet the tight timelines. A methodical shotlist ensured the talent behind the cameras could creatively & comfortably coexist, and capture the setups.

The creative concept was to switch between images of Nomzamo. In the first we see her as a Greek Muse, surrounded by a fragile floral backdrop – she is static and statuesque in form. With a glitch effect we transition to Nomzamo in the full PUMA Muse 2 Collection.

To get the Goddess glow, MMM used a mix of SkyPanels and KinoFlos, diffused with Scrims. The Post-Production grading further added to the softness, eliciting a smooth, creamy colour, which had a dreamy feel. Off this, the apparel and sneakers popped hard. Our Graphic Design Team created a backplate layer of a macro rose, which the selects were placed on top of. A VHS display overlay was added on top of it all, to create juxtaposition between the past and present.