Alexander McQueen Puma

Promotional films combining Alexander McQueen’s experimental luxury aesthetic with Puma’s sportswear, using original animation, live-action filming and compositing.

Original animations were projected directly onto rotating shoes. The shoes were filmed against green screen, and the resulting footage was composited into abstract environments inspired by forests, animals, cellular structures and the human body. The films appeared online, at fashion events and in display boxes in stores around the world, including Barneys in Tokyo, Saks Fifth Avenue in New York and Harrods in London.