# Projected Clothes Puma Uses Models in Underwear For L.I.F.T Ads By mediterranean | Published 2009-05-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/puma-lift-projection-ads References: [homotography.blogspot](http://homotography.blogspot.com/2009/05/puma-lift-ads-nadav-kander.html) & [lift.puma](http://lift.puma.com/) We've seen the fancy [Puma](https://www.trendhunter.com/trends/puma-and-noah-1) L.I.F.T light projection commercial and here we bring you the complementary [print campaign](https://www.trendhunter.com/trends/speed-shopping). 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. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 59% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Why This Trend Is Growing - **Light-injection Advertising:** Disruptive innovation opportunity: Explore the use of light-injection technology in advertising to create captivating and attention-grabbing visuals. - **Ultra Lightweight Shoes:** Disruptive innovation opportunity: Develop footwear that prioritizes lightweight design, providing enhanced comfort and improved performance for athletes and consumers. - **Illusionary Fashion:** Disruptive innovation opportunity: Incorporate illusion techniques in fashion design to create visually striking and creatively engaging clothing designs. ### Industries Being Reshaped - **Advertising:** Disruptive innovation opportunity: Incorporate light-injection technology in advertising campaigns to enhance brand visibility and engage audiences in unique ways. - **Footwear:** Disruptive innovation opportunity: Innovate in the footwear industry by designing and manufacturing ultra-lightweight shoes that offer exceptional comfort and performance benefits. - **Fashion:** Disruptive innovation opportunity: Merge fashion and technology by integrating illusionary techniques into clothing designs, providing a unique and captivating fashion experience. ## Related on Trend Hunter - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Hyper-Futuristic Running Shoes](https://www.trendhunter.com/trends/fast-rb-nitrotm-elite.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md) - [Hard-Shell Luggage Campaigns](https://www.trendhunter.com/trends/uncompromisingly-light-campaign.md) - [Animated Footwear Campaigns](https://www.trendhunter.com/trends/free-your-feet.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md)