Epic sneaker launch for FENTY × PUMA

For this ambitious project we turned to Hati Hati Mas, a digital creator that typically uses the subway for all his executions, so this was a big departure for him. Once his eyes adjusted to the natural light, he was totally on board, and totally nailed the executions.

To capture the base footage of the five locations, we worked with a production team to film the Arc de Triomphe from a tour bus, Leadenhall market in London, Old City in Shanghai, even FENTY Founder’s childhood home in Barbados. To add some oomph, two gigantic silver soccer balls were stuck by our partner Prodject (opens in new tab) under NYC's High Line for some real-world theatrics.

Despite the very tight timeline the project is a massive success. The project is getting lots of love on social media, even getting picked up by HypeBeast (opens in new tab)and Complex. We think someone is probably writing a song about Hati Hati Mas as we speak. We can dream after all.