Mon, 29 Mar 2021 11:06:35 GMT
For the launch of the newly restyled PUMA Mirage Tech sneaker inspired by the world of EDM, UltraSuperNew Singapore has created ‘Foot Tapping’, a regional in-store, online and social campaign for Singapore, Indonesia and Malaysia.
In order to showcase some of the brightest EDM talents in South East Asia, and pay homage to Mirage Tech’s cultural leanings, ‘Foot Tapping’ became an experiment in creating music through movement and features Singaporean actor and musician Tosh Rock (SG), music producers Inquisitive (SG), Yusef Kifah (MY) and DJ Kild (ID).
A 60 second film has been created which will sit on social channels, online and be played in-store.
The film features Tosh Rock, Inquisitive and the Mirage Tech coming together for an immersive 'live' music video. Featuring a base sound composition from Inquisitive, Kild and Yusef Kifah, Tosh’s movements generate audio stems that are layered to create a brand new EDM track. His movements were also captured and tracked with a Kinect cam to create neon visual elements, all generated live. UltraSuperNew worked with Mischief Makers, an experiential design and production lab, to bring the idea to life.
An interactive Instagram filter allows the user to create their very own unique EDM track by simply moving their head to remix Inquisitive’s song with three virtual beat pads. The remixes lets users unlock discounts on PUMA apparel and a chance to win the Mirage Tech sneakers.
Eleanor Wang, Head of Marketing for PUMA SEA said: “In the absence of live music in clubs, and festivals we can only reminisce about for now, we wanted to experiment with an innovative way of bringing the spirit of EDM to the Mirage Tech. Working with Tosh and DJs across South East Asia let us do just that.”
Daphne Tann, associate creative director at UltraSuperNew added: “Our ambition was to break down EDM and individually connect the dots between the elements - electronics, dance and music. We didn't have to look far for a solution, inspired by the 'Tech' in Mirage Tech. The end result is a campaign that gives a different meaning to foot-tapping.”
The campaign will run until 14th April 2021. Mirage tech will be available on PUMA.com and in PUMA Stores, JD Sports and Royal Sporting House.
Head of Marketing, SEA: Eleanor Wang
Senior Executive, Marketing: Hanan Sanusi
Creative Director: Shivram Gopinath
Associate Creative Director: Daphne Tann
New Media Art Director: Muhammad Ibnunordin
Art Director: Kevin Yeo Khalid
Copywriter: Ming Swee Koh
Account Manager: Haziq Hussain
General Manager: Sarah Emmanuel-Cheong
Visuals and Tech: Mischief Makers
Categories: Shoes, Clothing and FashionUltraSuperNew, Mon, 29 Mar 2021 11:06:35 GMT