PUMA asked us to launch their newest Training shoe, called DEFY.
We created a 360 campaign centered around a live experience that we called DEFY City.
Influencer seeding and AR-trigger wild postings created awareness and excitement before the Live Experience.
We transformed Paramount’s Back lot into DEFY City where we took over three blocks with custom campaign art, shoppable retail, a dance crew and AR triggers throughout that revealed additional campaign content.
PUMA’s team extended our campaign art onto influencer & owned Brand Channels and into retail and POS.