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

 - 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.