The Brief

We at 528 Creative collaborated with Puma Running and Conor O’Keeffe to create high-impact content promoting Puma’s winter running collection. The campaign focused on key seasonal products including a waterproof jacket, fleece, puffer jacket, and runners. Our objective was to capture the durability and performance of the collection in authentic conditions while showcasing Conor’s athletic presence as a brand ambassador.

When a weather window of snow appeared in the forecast just days before the planned shoot, we seized the opportunity and made a break for the Wicklow Mountains. Shooting in these conditions gave the campaign natural drama and authenticity, perfectly aligning with Puma’s winter performance messaging.

THE CLIENT

Puma Running (in collaboration with Conor O’Keeffe)

FILMING EQUIPMENT

PROCESS

1. Pre-Production - We worked closely with Puma and Conor to identify key products and storylines to highlight in the campaign. Once snow was forecast, we rapidly restructured the schedule to maximise the unique conditions.
2. Filming & Photography - We captured a mix of cinematic running sequences, scenic wide shots, and detailed product imagery. The snowy environment emphasised the functionality of the winter gear, reinforcing the campaign’s message of performance in extreme conditions.
3. Post Production - We crafted a mix of short-form social media edits and stills. Strong sound design and pacing were used to evoke intensity and focus, while colour grading highlighted the contrast of Puma’s winter apparel against the snowy Wicklow landscape.
4. Delivery - Content was optimised for Puma’s global channels, Conor O’Keeffe’s social platforms, and campaign usage across digital advertising.
   

RESULTS

• Cinematic hero video showcasing Puma’s winter running collection in authentic snow-covered conditions.
• High-resolution photography for use across global Puma social channels and press.
• Short-form social media cuts tailored for Instagram and TikTok, maximising engagement.
• A visually striking campaign that merged athlete storytelling with product performance, elevating Puma’s winter running collection with powerful, authentic content.