A Puma spot in three hours
Three hours, no brief, and a partner brand with its own rules. We came up with the series, shot it and delivered it in one block.
Shop floor to arena: the social spot
The brief
A series of three videos for the shop's social channels, in partnership with Puma. The brief, in full, was: "make it." No references, no script, no shot list.
What was at stake
A joint campaign with a brand like Puma doesn't come around every month. When the shop gets one, the content has to go out on time and has to look like something neither side would be embarrassed by. A spot delivered late misses the moment it was made for.
The constraint
Three hours for all of it: the idea, the shoot and the edit. Nothing can be reshot in a window that tight, and nothing slow to film can even be considered. The format had to be something one person with one camera could carry, in spaces that already existed: the shop floor and the arena.
How it was shot and cut
We bet on what was at hand and what was real: the actual shop, the actual arena, players in their own kit. No set to build, no lights to carry.
Location instead of set dressing
The shop and the arena already look like the brand. Building a set instead would have cost an hour we didn't have, for a result that could have come from anywhere.
Players play, they do not pose
There was no time for actors, and it wouldn't have been the better idea anyway. Someone who actually wears that jersey looks different on camera than someone wearing it for the first time.
The edit starts during the shoot
When you know you have three hours, you don't gather footage and choose later. You shoot the specific frames you already know where to place.
Frames from the film
Click any frame to open it full screen.
The shop had the series finished on the day it started, and could publish it inside the window while the brand partnership was still current.
CreditsConcept, camera and edit: Kirill · Partner brand: Puma