Hero Image (Pick of the Day)

Hero Image (Pick of the Day)

Puma's book about Usain Bolt contains a hidden animation of his record-breaking sprint

Flipbook biography recreates his feat of becoming the fastest person of all time

Published On
May 06, 2019

Editor's Pick

It’s been 10 years since Usain Bolt broke the world record for the 100-meter dash, clocking a blazing 9.58 seconds, a record that still stands today. The feat was over in a flash, but the enormity of his victory is still difficult to fully appreciate.

Bolt bested his own previous world record, set a year earlier, by more than a tenth of a second—an eternity in sprinting. He beat the U.S.’s Tyson Gay, who himself set a national record for the 100 meters in that race. Despite running the fastest race of any American in history, Gay still lost to Bolt by a length. And Bolt accomplished his historic feat in Berlin, in the same stadium where Jesse Owens’ own world record in the 100 meters shamed Hitler and his Nazi Olympians in 1936.

Ten years on, Puma has created an anniversary book detailing the Jamaican runner’s journey to stardom. “The 9’58 Biography” is a 224-page softcover tome that describes the most important events of his life, from his childhood to training to Olympic medals. But the book hides another homage—turn it sideways and it becomes a flip book. The animated Bolt, over 224 frames, runs the race just as he did—crouched, then with a slight hunch, straightening near the end before turning his head to watch the clock as he crosses the line. Each page is also marked with the exact time at that point in the race.

Puma, BETC São Paulo and Havas agency Versão Beta surprised Bolt with the book at the launch of the brand’s Hybrid NX shoe in Brazil. Seventy other athletes and influencers at the event also received copies to share on social media.

About

Credits

Date
May 06, 2019
Client:
Puma
Agency:
BETC-Sao Paulo
Chief Creative Officer:
Erh Ray
Executive Creative Director:
Andrea Siqueira
Creative Director:
Alexandre Kazuo
Creative Director:
Lucas Ribeiro
Art and Illustration Directory:
Alexandre Kazuo
Copywriter:
Lucas Ribeiro
Brands & Business:
Camila Nakagawa
Brands & Business:
Giovana Degen
Brands & Business:
Camilla Steiman
Channels & Engagement:
Carlinha Gagliardi
Strategy:
Agatha Kim
RTV Production:
Mari Goebel
RTV Production:
Anna Ferraz
Graphical Production:
Gilmar Souza
Graphical Production:
Carlos Valeriano
Final Artwork:
Plínio Junior
Publishing:
P+E
Production Company:
CEGO
Director:
Daniel Levenhagem
Executive Producer:
Maria Reser
Production Coordinator:
Julia Jubileu
Photography:
Victor Ponce
Photography:
Genga Estúdio
Post Production:
CEGO
Designer:
Diego Brito
Assembly:
Daniel Levenhagem
Audio Production:
Squad
Musical Score:
Gustavo Boralli
Executive Producer:
Dario Forghieri
Sound Editor:
Hans Zeh
Client Services:
Zi Nammur
Event Conception:
Versão Beta
Client Approval:
Fabio Kadow

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