Puma recently teamed up with creative agency Knas and Sehsucht director Hans-Christoph Schultheiss on its latest campaign 'Unlock New Levels', announcing the launch of its SS19 designs for Puma One and Future football boots.

Inspired by the competitive and tactical world of gaming, Unlock New Levels stars Luis Suárez, Sergio Agüero, Antoine Griezmann, Marco Reus and Romelu Lukaku. As characters in a video game, the footballers need to unlock new levels, by defeating their opponents and overcome deadly challenges using their weapon of choice; Future and Puma One. 

The animated games were designed for each player to face their personal nemesis and unleash their true potential. Griezmann’s 'Giant Goalkeeper' is inspired by the classic final end boss of an epic adventure game; Reus’ game is a first person shooter game, picking up on his speed and shooting accuracy; Suárez is the wild gunslinger, as he is known for his deadly shots and explosive temper; Agüero is a skilled dribbler and scorer, beating one record after another, so he was challenged with a jump’n’run scenario; and Romelu Lukaku is a player driven by sheer determination and willpower, always needing to prove himself against the doubters and haters, so he was placed in a Street Fighter-like /beat’em-up-challenge against some zombie-defenders.

Director Hans-Christoph Schultheiss says: “I couldn’t have been more passionate about this project, both football and video games have been a huge part of my life throughout my childhood and teen years - in fact they still are today. So it was great to work with the players on set and create this campaign for Puma, cementing their position as one of the leading sports brands in the current market.” 

The production, design, VFX and animation was created by production studio Sehsucht Hamburg.

The campaign launched this month and can be found on Puma’s social channels globally.