Art direction by me for PUMA
Together with an amazing team of individuals, whom I will introduce later on, we created the content for the launch of the new RS-X. Our objective was to bring the product into the 2000s with an urban, cool, and organic style. We designed nine different spaces for each talent, where we conducted a photo shoot and captured behind-the-scenes footage.
Within the four white walls of the beautiful Studio Kirby in Chacarita, I faced the great challenge of redesigning these spaces to give them new meaning. To infuse the studio spaces with color and texture, I utilized footage from the National Library of Buenos Aires, with its concrete, stairs, windows, and textures, which provided us with ideal forms and textures to use as raw materials.
Working alongside the art and VJ team, we added the perfect touch to the visuals, incorporating color, movement, and fluidity. We transformed the content into various formats and reproduced it in closed-loop circuits to create a recursive situation within the space. In addition to the four white walls, we added layers, fictitious walls, interactive elements, and textures. The art direction proposed an installation using fabrics, graphics, TVs, and double projections.
However, none of this would have been possible without the hard work of these passionate individuals. From the overall direction and the camerawork, capturing an almost impossible number of shots in record time, to the lighting that provides depth and spatiality to the location, and the styling and makeup of the talents that perfectly complement the concept. Not to mention the meticulous management and organization that made everything achievable.
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