F1 VEGAS
CREATIVE CONCEPT - ART DIRECTION - POST PRODUCTION - FINAL EXECUTION
CREATIVE CONCEPT
The PUMA Formula 1 collection was created to drive brand heat during the PUMA sponsored 2024 Formula 1 Heineken Las Vegas Grand Prix. The collection launched and was for sale during the race weekend at PUMA activations and the PUMA Vegas flagship store as fanware and memorabilia. The collection is inspired by pit crew gear with logos and graphics printed on the back, front, and sleeves of the apparel.
The collection is shown suspended in air on a dark set illuminated by the red glow of the startling line lights. The apparel is suspended that represents the rush of air as Formula 1 cars race through space. The starting line lights take on a double visual representation as they are blurred with lens prisms to create the illusion of motion. Some images blur so much it can translate as tail lights from the cars racing past frames.
The video brings the concept of the speed at the start of a race to life with the use of quick frame transitions, the lens prisms spiraling through the frame, and the apparel flowing in the air freely, similar to the motion you would see as the checkered flag is waved to end the race.
production: Sam Dapper & Aerin Cheung
creative direction: Nico Reilly
photographer: Ciara Crocker
DP: Ciara Crocker
set design: Ciare Crocker
stylist: Joji Goto