By the time Jon Johnson took on the role of commercial director for the first time, he had been working for Puma for nine years shooting stills and had earned his client’s trust. The challenge this commercial posed was to merge some of the biggest names in sports; Puma, Arsenal and the other 24 teams under Puma sponsorship while promoting Puma’s 2017 line of branded soccer kits all with one commercial shoot.
Much of the imagery Jon had previously produced for Puma relied heavily on recognizable players from each team, but this commercial had to work for all 24 clubs. Jon’s solution, which also earned him a creative director credit came in the form of a narrative involving a janitor who comes across a football kit in a closet and fantasizes about himself as a football star. Jon put the character in a more generic black jersey and filmed in such a way that the secondary club color on the jersey is obscured, due to the angles, lighting, and fast-paced editing. Each club has its version that clearly displays their own kit in the final frame.
The film was shot in one night in anonymous hallways, parking garages and the Emerates Stadium in London. Jon used an Arri Mini, the “Mercedes Benz” of film cameras. The Mini is designed for drone use and hand-held filming, which allowed him to move in and around the action easily. Jon worked with a crew of about 25, sourced through Falca Productions, Barcelona and spent three post days working with an editor in Paris. The result has a gritty, fast-paced realism and bursts of energy balanced by graceful, choreographed movement. All combined, it brings to mind why people love this game.
The footage can be seen on social media channels, web advertising on the Puma site, and on the 24 club sites and at their stores.
