AdvertisingBest Commercials of 2022Feminism Advertising

Puma’s campaign to empower women: “She Moves Us”

It has been made by the agency Sweet Rickey and directed by Yaara Sumeruk.

Campaña de Puma | She Move Us

Puma’s powerful campaign empowers multi-talented women, starring singer Dua Lipa.

The feminist movement has broken down the doors and penetrated with great force at all levels of society. The world of sports has not been left out and there are many brands that present new collections for women.

One example is Puma, which in October launched a campaign to promote equality called “She Move Us.” The brand has relied on the concept to generate inspiring content from numerous world-renowned athletes and actresses.

It has now launched a new advertising campaign to honor those women who move together to achieve their goals. “Ella She Move Us” is the title of the Puma campaign produced by Sweet Rickey and directed by Yaara Sumeruk. It highlights the overcoming of adversity to achieve the objectives set.

The piece opens with singer and star Dua Lipa, the brand ambassador for this campaign. Moving horizontally, the smooth transitions take us through multiple moments in the lives of athletes and models. Thus, we see the athlete Skylar Diggins-Smith, the golfer Lexi Thompson, the soccer player Nikita Parris, the high jumper Yaroslava Mahuchikh or the model (and activist) Cara Delevingne.

Director Yaara Sumeruk worked closely with editor Britt Bellamy to seamlessly intertwine movement and message, in collaboration with Zero FX’s visual effects artistry. According to Bellamy: “Yaara had a strong creative vision and directed the multi-location shoot with a discerning eye and plan, which allowed the editing to happen fairly quickly despite the scope and complexity of the project. One of the considerations was The most important key was to take into account the technical aspects of the transitions.Things had to line up correctly for this technique to work, so it was essential to make sure they were as smooth as possible while also using the best performances of the ambassadors.”

Watch | YouTube


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