"The game has evolved. There is no space for the ordinary."
This insight was the starting point for the proposal we presented to Puma from the communications agency apple tree communications. The project consisted in designing and producing a dynamic and creative event to present the new Q5 Puma Future Flash football boots.
We conceptualized all the spaces that were part of the event, in such a way that we created a Future Flash environment from the entrance to the main stage, including a product exhibition area that served as a prelude to the reveal area.
"The game is evolving" was the welcome phrase projected on dark, frontal and zenithal screens that framed the main stage, gradually revealing the powerful audiovisual content developed that presented the product and culminated in the appearance of the boot on stage.
For the product test, we invented a game to test the accuracy of the boots and the ability of players and brand ambassadors, mixing audiovisuals, interactivity and space, coordinating even the smallest details of lighting, sound and motion graphics.
We built a playing field, part real and part virtual, maximizing the experience of professional players and the public when testing the boots, without having to take them out of the Future Flash environment created.