50th Anniversary of Hip Hop
Puma aimed to launch a campaign for its 50th Anniversary of Hip-Hop sneaker collection that not only celebrated the evolution of hip-hop culture but also engaged audiences, built brand awareness, and solidified its connection to the culture through impactful social media storytelling.
We started by diving into the roots of hip-hop, crafting a visual identity that honored its legacy. By blending nostalgic elements with modern storytelling, we created a campaign that felt authentic, bold, and true to the culture.
WHAT WE CREATED
To bring this vision to life, we designed a strategy rooted in storytelling and authenticity. Our approach included:
Immersive Era-Based Sets: We recreated environments representative of each era.
For the cassette tape era, we shot the sneaker in a vintage-inspired studio complete with boomboxes, cassette tapes, and retro stereo players to evoke nostalgia.
For the MP3 era, we captured the sneaker surrounded by portable music players and iconic early-2000s accessories, channeling the tech-forward vibe of the time.
For the streaming era, we set up a DJ-inspired studio with modern turntables, vibrant neon lighting, and sleek digital equipment to reflect the energy of contemporary hip-hop culture.
Location Selection: We partnered with a renowned recording studio in New York, tying the campaign to the birthplace of hip-hop and grounding the visuals in authenticity.
Social Media-Centric Content: Every shot was designed to stand out on platforms like Instagram and TikTok, ensuring the visuals were bold, engaging, and scroll-stopping. We produced a mix of stills, dynamic videos, and behind-the-scenes clips to offer variety and maximize reach.
Cultural Precision: By aligning the visuals with each era, we created a seamless connection between the sneakers and hip-hop’s evolution, allowing the audience to instantly grasp the collection’s significance.
