To gain more market share Puma was launching a branding campaign for their runnning shoes and clothing.

This concept bit at the insight that running is an inherent part of who we are as humans, it’s something that’s in our DNA.

With animal comparisons in clever executions like this billboard, on mirrors, in shadows, etc. we were able to illustrate how our animal instincts take over when we’re really getting a good workout with Puma.