PUMA x CCXP
// Ex Machina
In 2018, CCXP celebrates 5 years and PUMA 5 decades of its own pop icon - the Suede sneakers. Both brands bond together to create a storytelling collab resulting in a new PUMA Suede sneakers, a short film, and two months of digital conversation with their consumers.
Our challenge was to translate and mix two brands that have fans instead of clients, but with different points of view, brand identities, and ways to communicate with their public. Blending CCXP’s geek fantasy universe with PUMA street culture so that our content could relate and shared by both
The experience CCXP proposes is that you can be whatever you want. You have the power to reconnect with your inner desire to live whatever fantasy you want, even in your daily life. Even on those milliseconds of micro happiness
This short film declares war against the status quo, the ordinary. It questions how we connect with others and how we connect with ourselves. How empathy and saving our inner-world is the most important of all superpowers.
CREDITS:
Creative Executive Director: Roberto Fabri
Creative Director: Claudio Villa
Creative Concept: Claudio Villa, Rafael Barreiros, Antonio Torriani
Screenplay: Rafael Barreiros, Claudio Villa
Additional screenplay: Francisco Alencar, Antonio Torriani, Danilo Arenas Ireijo
Project Manager: Lais Almeida
Director: Antonio Torriani
Cinematography: Mark Daniel, Danilo Arenas Ireijo
Post Production Coordinator.: Carlos Cunha
Sound design and mixing: Madlabrats