Droga5's recent work for Puma's Lift ultra-lightweight shoe includes a light-filled spot, print work, a website from Firstborn and a whole lot of production wizardry. Droga5's debut spot for the sportswear brand, created with MJZ and director Rupert Sanders, used as many as 20 projectors to create a stage performance composed entirely of light. The spot is a multilayer choreography of actors with projected clothes, moving objects and thought bubbles, all against a fluid stream of background images, which as you may have guessed, are also projected. Sanders says one of the biggest challenges was light trafficbecause of all the intersecting projections, images could counteract each other and appear washed out.
Firstborn's creation is a site that reimages shoe specs in an amalgam of 3D modeling, video and Flash. As the site loads, an animation represents the shoe's lightweight foam as molten orbs that coalesce to create the shoeFirstborn created some of the 3D models from a CAD file the shoe company provided. Adding motion graphics to the mix, the rest of the shoe comes together and flies onto a balance scale, where the user can jump in and weigh the shoe against everyday objects emptied from the pockets of the two actors flanking the fulcrum. The process reveals that the shoe is indeed a little heavier than a handful of condoms, but much, much lighter than a flute.