Puma: 50 Years of Hip-Hop

Sep 2023

Puma celebrates the legacy of hip-hop with this video project, marking fifty years of the genre through an immersive look inside a vintage recording studio. The piece anchors its narrative in the aesthetic of the culture, featuring figures in classic red track jackets and gold jewellery while blending live-action performances in vocal booths with archival street and breakdancing footage. The film utilizes a cinematic, low-key lighting scheme, balancing warm amber lamp accents against cool blue tones. By integrating analogue film textures, the production leans into a raw, tactile quality that reflects the history of the music industry.

Horizontal, Cinematic, Monochrome, Warm

Analogue / film, Low-key / chiaroscuro

Office

Advertising Campaign, Brand Film / Corporate Video