AgencyJWT, New York
SectorRetail brands and Clothing stores
Athletic wear company adds an extra dimension on what it means to train
When it comes to training, athletics is top of mind. Pop star Rihanna also trains, both for her performances and to further her career as an artist.
In the video by J. Walter Thompson New York, projections of moments in the Barbados-born musician's life are overlaid on her body. The artist herself explains what it means to train and challenge herself.
The creative directors behind the film, Florent Imbert and Emmanuel Lalleve, said, "With this campaign, J. Walter Thompson New York and Puma wanted to show the motivation behind people’s training and inspire others to define their own motivation."
The campaign also includes OOH advertising, with the singer next to Olympian runner Usain Bolt.