BRAND

PUMA Global

PROJECT

Velocity Nitro 2

TYPE

Scrollytelling, Web Experience

ROLE

Creative Director

Agency

Liganova Horizon

YEAR

2022

OVERVIEW

Experience the smoothest feeling of the PUMA Velocity Nitro 2 in a captivating and exclusive scrollytelling adventure.

Embark on a cutting-edge web experience as we unveil PUMA's latest marvel – the Velocity Nitro 2. The mission: Elevate brand perception and propel sales by immersing users in a world where comfort meets innovation. The sleek design and advanced NITRO foam technology create a feeling we call "SMOOTH," translating technical features into an emotional connection.

Concept

In crafting the Velocity Nitro 2 web special, we aim to make the "SMOOTH" feeling tangible for users. Through a clean and bold design, combined with detailed 3D visualizations and emotionally charged copy, the scrolling experience mirrors the effortless sensation of running with this revolutionary shoe. The focus is on presenting technical highlights seamlessly, creating a captivating narrative that resonates.

Execution

The user embarks on a scrollytelling journey through a visually stunning, pastel-toned world, reflecting the hues of the Velocity Nitro 2. The environment, bathed in natural daylight, allows for dynamic play with light and shadow. Abstract representations of materials symbolize the shoe's unique qualities, merging the natural and surreal in an immersive experience. This storyboard ensures a captivating exploration of the Velocity Nitro 2's features.

REsults

40+ markets

Worldwide rollout from EMEIA to NCSA.

4% increase

We have played a part in the strongest sales increases in 2022, particularly in the Running & Training category with a focus on Footwear. (PUMA Annual Report 2022)

2 Awards

Side of the day and DEV Awards at Awwwards

Credit

Creative Direction and Experience Design - Klaus-Martin Michaelis
Concept – Daniel Kaiser, Ali Haidari
Technical Director - Robert Georgi
Development - Robert Georgi,
Account - Marc Schulz 
CGI Production - wecandance GmbH