PUMA: RS 9.8 Gravity ft Nasty CThe PUMA RS 9.8 GRAVITYs needed a shoot that was old-school cool, but frontier-shattering fresh. We teamed up with brand ambassador Nasty C to introduce these kicks to sneakerheads across SA.
For the second instalment of PUMA’s RS 9.8 kicks, playing on the the Cosmic Theme of gravitational acceleration, we sent Nasty C on a Space Quest – with a laser gun, wearing the RS 9.8 GRAVITY colourway. The Cyberspace theme allowed our graphic design team to flex!
- 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
Nasty immersed himself in “game-mode”, envisioning playing actual LaserQuest – prowling around the set LaserGun pointed, as if hunting an enemy, then ducking/diving, and firing his weapon. He is an excellent Actor, with his facial expressions & body language, authentically conveying the feeling of him being in a GameWorld.
The action was captured against a Green Screen, making the Post-Prod a complex process, governed by a sequential order of specialists workflows. Post-Production involved a Photo Editor and Retoucher to make the captures look their best, and deep-etching them from the green background. These “separates” were then passed to the Graphic Designer, who built a gamified Cyberspace realm, to place Nasty into – complete with futuristic designs and gaming overlays. These elements were then adjusted, to make the final images work across three distinct social media aspect ratios.
Result: client could not stop saying “PewPewPew!”
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