Puma’s “After Hours” Hails Lifestyle of Urban Athlete

Droga5’s new spot for Puma, “After Hours Athlete”, introduces a nocturnal set who embody the resolve of seasoned competitors and optimistic spirit of youthful players. “After Hours Athlete” is a long day’s night of recreational sport scored to a sage VO that recognizes the beauty (and fleetingness) of being in the moment. Ringan Ledwidge directs this fresh-faced cast who navigate with ease through an urban playground, and The Mill NY lends stylish accents in post to round out the canvas.

“The main objective with the grade was to give the spot’s different locations different ‘feels’ without being too heavy handed,” explains our Lead Telecine Artist, Fergus McCall, who did the session in Baselight working initially with Ledwidge for about 3 hours. “I enhanced what had been captured in-camera and helped with the different tableaus, embracing the energy and excitement the spot naturally has. The agency was happy to let me go with Ringan’s color direction. In a nutshell, it was a great collaborative piece from all concerned.”

Jeff Robins, our Lead Smoke Artist, conformed the spots, working closely with the agency to finesse timing on every pixel. He also added atmospheric touches such as street lamps flickering on and off beacon-like at dusk and dawn.

The simple, yet prophetic advice from the film’s narrator—When last call calls, don’t answer.—propels the narrative to its night-cap neon end tag—Here’s to the after hours athlete, pumasocial. Our design team of Felipe Posada and Mauricio Leon explain they tried to emulate the look of real neon signs, matching the end tag with the naturalistic look and concept of Puma’s “After Hours Athlete”.

“We worked each line of the sign in its on and off versions in high res,” Leon and Posada say. “We added highlights and shadows to get the unique look of neon signs. Then we animated the end tag, drawing upon filmic references of neon signs. Finally, we made sure our timings and rhythm fit with the commercial as a whole.”

Agency: - Droga 5 / Creative Chairman: - David Droga / Executive CD: - Ted Royer / Copywriter: - Tim Gordon / Copywriter: - Kevin Brady / Art Director: - Amanda Clelland / Art Director: - Jesse Juriga / Head of Integrated Production: - Sally-Ann Dale / Senior Agency Producer: - Dana May / Head of Strategy: - Jonny Bauer / Strategy Director: - Chet Gulland / Production Co.: - Smuggler / Director: - Ringan Ledwidge / DP: - Ben Seresin / Partners/EPs: - Brian Carmody, Patrick Milling Smith / EPs: - Lisa Rich, Allison Kunzman / Producer: - Sally Humphries / Editorial: - Spot Welders / Editor: - Rich Orrick / Post/FX: - The Mill NY / Producer: - Dan Roberts / Lead Telecine Artist: - Fergus McCall / Smoke Lead: - Jeff Robins / Smoke: - Keith Sullivan, Tristian Wake / Design: - Felipe Posada, Mauricio Leon / Music: - Woodwork Music / Song: - “Sleeping Sun” / Composer: - Phil Kay / Sound Design: - Elias Arts / Sound Designer: - Jay Nierenberg / Audio/Post: - Sound Lounge / Partner/Mixer: - Philip Loeb / VO Talent: - Nash Kato

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