Generation Fearless: The new PUMA world brand film that goes beyond football
Welcome to Generation Fearless!
A powerful statement, that doesn’t take itself too seriously, in line with the brand's values.
Beyond football, this new mantra "Fearless" is a brand motto and will accompany the launch of a complete product campaign for the arrival of the World Cup with the launch of new pairs of Future and Ultra, sporting new colours, visible throughout the film.
On the eve of THE biggest sporting event of the year, PUMA is returning with a world brand film by LAFOURMI that showcases the invincible spirit of PUMA.
On November 20th, it's the World Cup.
An event that allows the greatest footballers to shine on top of the world. We all remember Maradona's goal of the century in 1986 and Henry's masterclass in 1998! A real motivation for the athletes, a way to make history, to prove their determination and to show that their game is unique.
The World Cup shapes the destiny of each player and their condition.
An event that the PUMA Fam won’t miss and for which it prepares itself, physically and mentally, because, in order to be successful, they have to rid themselves of all fears and worries.
To be ready, the PUMA Fam must be "FEARLESS".
"Fearless" is how PUMA hopes to reach the top of its performance and touch the hearts of fans faster than ever.
Players inspire youth. Youth inspires football. Football inspires culture. For the new generation, everything is connected. The field and the city, the style and the skills, the attitudes.
The players are inspiring models for this youth. They adopt their codes, their styles, their attitudes. It is this cultural back and forth that the agency wanted to illustrate in a brand film featuring PUMA players and the generation that follows them.
How do you embody the notion of invincibility, the "Fearless" spirit, on and off the field, while including all the key players of the PUMA Fam?
The film features FOTs (Football Obsessed Teens) and the PUMA Fam.
One morning, during a discussion on the bus, one of the young characters in the film innocently mentions Neymar Jr.'s "Fearless" state of mind during play.
In one scene after another, players and FOTs challenge each other in a world where you must dare to become the most "Fearless" possible, on and off the field.
To be "Fearless" is to have a career as a player and a career as a mother at the same time, it is to feed on the words of critics to become even greater, it is to privilege action rather than the result. But it is also to stand up to the older players on the local pitch or to change the music at a party to the hit of the year. By repeating this word like a mantra throughout the film, the characters make "Fearless" exist in each one of us in all situations.
The casting of the PUMA Fam includes top players like Neymar Jr, Antoine Griezmann, Memphis Depay, Kingsley Coman, Fridolina Rolfö, Sara Björk and the younger generation of players who are making a name for themselves like Nikita Parris, Antony, Christian Pulisic and Romeo Beckham. An effect of emulation in which everyone tries to overcome their own fears.
Brand: PUMA Global
Brand Management: Clément Lacour, Shanon Zuern, Abigail Rogers
Agency Management: Thibaut Cornet, Céline Jobert
Creative Director: Clément Cimarro
Copywriter: Clément Cimarro
Director of Strategy: Jordane Rabute
Account Director: Louis Pierre-Adolphe
Account Manager: Kevin Antunes
Account Executive: Hadrien Stolz
TV Production & Art Buying: Barbara Vaira
Agency Director of Communication: Marion Weill-Collange
Producers: Clément Martorell, Yannis Cullaz
Directors of Production: Ondine Dupont, Timothée Salze-Lozac’h
Production Coordinator: Ella Guionneau
Director of Photography: Antoine Cormier
Set designer: Silke de Rycke & Johanne Carpentier
Wardrobe: Lisa Lapuw
Post-Producer: Thomas Floch
Head of Montage: Marie-Réglisse MONSIMIER
Étalonnage: Nicolas Gauthier
Visual Effects: Orage
Executive Production: Falca
Composer: Quentin Garabedian
Sound Design: Quentin Garabedian & Antoine Cebere
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