PUMA’s NETFIT offers a high grade engineered net with form fitting base material for support. The result is an innovative, customizable lacing system that perfectly caters to all foot types for a comfortable and confident ride. No matter the run. No matter the fit. No matter the ’fit.
PUMA came to us with a fairly simple objective: Make consumers understand that NETFIT IS THE WORLD’S FIRST FULLY CUSTOMIZABLE FIT SYSTEM. An innovation. And first to market. PUMA was looking to BUILD BUZZ and drive HEAT BEHIND THE NEW Netfit customizable lacing technology, and drive sales of all products.
We created 25 stop motion videos of the sneakers being laced up to show how customizable they are, and to act as a guide for consumers. We partnered with artist Zolloc to come up with 25 different lacing styles. As an art director, I concepted the look of the set & chose materials and lighting options per shoe. I animated the lacing style names in post, as well as the level of difficulty per style.