PUMA: RS 9.8 Cosmic ft Nasty CPUMA was dropping another intergalactic pair of sneakers – the RS 9.8 COSMIC! To hike up the hype, the star of the shoot would be Nasty C – one of SA’s most formidable rappers. MMM needed to show him in the shoes, but with no additional apparel in the collection, we had to steer clear of using any other PUMA gear.
PUMA was dropping another intergalactic pair of sneakers – the RS 9.8 COSMIC! The name speaks to the approximate speed of gravitational acceleration near the Earth’s surface. The shoes are inspired by new frontiers and galaxies, paying tribute to individuals who are smashing societal norms and the laws of physics, so the localised campaign had to communicate just that. To hike up the hype, the star of the shoot would be Nasty C – one of SA’s most formidable rappers. MMM needed to show him in the shoes, but with no additional apparel in the collection, we had to steer clear of using any other PUMA gear.
- Creative Director: Anthony Bila
- Photographer: Mpumelelo Macu
- Photo Assistant: Tatenda Chidora
- Wardrobe Stylist: Ryan Hing
- Production Assistant: Thabang Madia
- Hair & Makeup: Amy Sprawson
- Props Master: Mike Fernandez
- Photo Retoucher: Ashiq Johnson
- Graphic Design: Dale Anne Scogings
The MMMob Approach
The MMMob’s Creative Director dreamt up an epic scene: Nasty C in a spacesuit defying gravity, while sporting the eagerly-anticipated kicks. The client was all fired up, and gave the greenlight for lift-off. Now to find a spacesuit… Our expert Props Master scoured his sources to find a bright orange NASA-style suit, along with a helmet – and our stylist pin-rolled the ankle cuffs, to ensure the RS 9.8 COSMICS would pop.
MMM opted to stay in our own atmosphere for the shoot, using the controlled environment of a photographic studio, with a massive green-screen. Nasty C was directed to ‘bounce’ around the set, move in slow-mo and even did Michael Jackson’s moonwalk to create the illusion of weightlessness. His performance, coupled with 4K resolution and the slowest possible frame rates, did the trick. Photo and Video were shot alongside each other, simultaneously.
Post-Production is where the real mission started. It required a crew of specialists; first cleaning, then deep-etching (photo) and rotoscoping (video) the selects. Thereafter, the usual editing process could start – from building timelines to colour grading. All the while the Graphic Designer shaped the galaxy Nasty C’s image would be placed in. Even the orange spacesuit, was updated to a crisp white as per the client’s request, and Nasty’s latest fashion aesthetic – an ‘all-white-everything’ style. The end result was a fly-AF campaign, which gave the new kicks a launchpad they deserved.
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