Puma Uses Models in Underwear For L.I.F.T Ads

By: mediterranean - Published: May 9, 2009   Updated: Aug 9 2011 • References: lift.puma & homotography.blogspot
We've seen the fancy Puma L.I.F.T light projection commercial and here we bring you the complementary print campaign.

Puma showcases the ultra lightweight feature of its L.I.F.T shoe which weighs 173 grams only. How does it do that? By having the model wear the shoes with only their underwear. The rest of the clothes is created via an illusion with light-injection.

See the before and after light-injection shots in images 6 and 7. Pretty sweet.

Implications - This incredible ads were conceived and completed by ad agency Droga5, and photographed by Nadav Kander. Some of the models featured include Ben Freeland and Cameron Bailey. Stats for Projected Clothes Trending: Older & Mild
Research: 16,082 clicks in 364 w
Interest: 3.7 minutes
Concept: Projected Clothes
Related: 65 examples / 50 photos
Segment: Neutral, 18-35
Comparison Set: 24 similar articles, including: visual gimmick projections, video projections on people, and animated snow projections.