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Puma Gets Carried Away With Help From Version2

Director Andrew Zuckerman and Version2 create three effects-driven spots (November 19, 2004)

In a new TV campaign highlighting their latest footwear styles, PUMA commissioned the talents of Director Andrew Zuckerman and Version2 to create three effects-driven spots. The goal was to complement the PUMA brands lifestyle appeal with a more product focused campaign. Each of the three TV spots simulate the tactile experience of shopping whereby a consumer is attracted to a product, engages with it and ultimately leaves with it. Playing on this idea, “Ants,” “Butterfly” and “Chimp” feature the various creatures and their reactions to a PUMA shoe.

Set to an energetic Latin track, “Ants” opens on a black and fluorescent green PUMA shoe set against a white background. A lone ant approaches and surveys the eye-catching footwear. He then runs off screen and returns with his ant comrades who wedge themselves under the shoe and proceed to march off with it. The visually compelling spot concludes with the PUMA logo and website.

“Butterfly” follows a similar premise with vibrant blue butterflies flying out of a blue PUMA with lime green accents and attaching themselves to various points on the shoe. Then in a concerted effort in rhythm with a 1960s-inspired theme, they gracefully flutter their wings and fly up and away with it. In “Chimp,” set to a bossa nova track, a lovable primate in diapers saunters by a black and white shoe and then comes back to caress, nibble and embrace it. After bonding with the shoe, the chimp casually picks it up and walks off screen.

“PUMA required a lot of pre-production since it was more of a visual effects project,” explains Frank Devlin, Version2 VFX/Design VP and Executive Producer. “Fortunately, Andrew [Zuckerman] shot the print campaign first, which helped to determine the methodology for shooting the live-action.”

For “Ants,” Version2 Editor Dave Herman choreographed the live-action ants to establish the timing and pacing of the scenes prior to final compositing. Numerous ants were shot separately on white in an effort to get the desired action and motion of the ants walking. The scout ant featured in the initial shots was real; however, additional CGI ants were created using Avid Softimage for specific motions such as lifting and wedging. The group shot was made up of both live-action and CG ants to make the group appear larger.

The butterflies featured in “Butterfly” were all real, having been shot individually against greenscreen. Choreography was established during the rough cut, and final compositing and color correction was completed in the Inferno with Version2 VFX Creative Director Kieran Walsh. “Chimp” was more straightforward and involved an Avid edit by Dave Herman.

“It's been really great working with Andrew Zuckerman,” comments Dave Herman. “He's obviously a young director with a lot of talent and great visual ideas. This has been a truly unique experience conducive to producing excellent work because Andrew served as Creative Director -- concepting the spots, as well as Director -- executing them. Since he has a longstanding relationship with PUMA having done a beautiful body of work for their print campaign, they trust his instincts and the approval process has been significantly streamlined. I also credit PUMA for wanting to do something exceptional and having the flexibility to let Andrew actualize his simple and effective vision for the brand he began in print."

“PUMA was a terrific campaign to work on,” concludes Frank Devlin. “The print campaign was beautiful and we knew it would translate well to television. It was a very collaborative effort that we have received a lot of positive feedback on.” The campaign will air first in Europe then make its way stateside.

About Version2
Version2, which recently joined forces with Liquid Light, provides editorial, finishing, effects and graphic design to clients in the film, commercial and broadcast arenas. The in-house talent of Version2 consists of Owner/ Editor Vito DeSario, Managing Director Linda Rafoss, VP & Executive Producer of Version2 VFX/Design Frank Devlin, Creative Director of Version2 VFX/Design Kieran Walsh and CGI Director Jason Strougo. The company continues to represent Editors Tina Mintus, Dave Herman and Fred Jordan, VFX Artist Mike McKenna and a team of After Effects artists. Sharing ideas and resources, the integrated team works together simultaneously and seamlessly on projects.

The company has recently contributed to high-profile projects for Samsung, Motorola, Top Flite, TD Waterhouse, Wild Aid PSA, Verizon, and a redesign for Time Warner.

Version2 is located at 601 West 26th Street, Suite 1505, New York, NY 10001. Telephone: 212.989.1212. Fax 212.989.6640

Spot Titles/Airdates:
“Ants”  :15/November 15, 2004
“Butterfly” :15/November 15, 2004
“Chimp”  :15/November 15, 2004

Client: PUMA
Production Manager: Adam Petrick
Public Relations Manager: Kristina Fields

Production Company: 50 Mile Radius/New York, NY
Director: Andrew Zuckerman (now at
DP: Andrew Zuckerman
Producer: Rick Katzen

Where Shot: 50 Mile Radius/New York, NY

Editorial Company: Version2/New York, NY
Editor: Dave Herman

VFX Company: Version2 VFX/Design/New York, NY
Creative Director/Inferno Artist: Kieran Walsh (“Butterfly”)
Flame Artist: Nathan Walker
CG Artists: Jason Strougo & Sung Joon Kim (“Ants”)
Executive Producer: Frank Devlin
Producer: Cary Flaum

Postproduction Company: Version2 VFX/Design/New York, NY
Colorist: Milan Boncich @ Moving Images/New York, NY
Online Editor: Tim Farrell @ Version2

Music by Composer Christopher Tin/Los Angeles, CA (freelance)


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Related Keywords:Puma, Version2, Andrew Zuckerman, Frank Devlin, VFX, Dave Herman, compositing, Avid, Softimage, greenscreen, Inferno, Kieran Walsh,

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