TDS agency



Themed, but in unison.

When PUMA approached us to create their SS14 lookbook they were clear that they wanted defined themes for each capsule collection. The collections had strong stories of inspiration, seemingly unattached to each other. We worked with the brand to find the thread that connected the entire season, ensuring that each theme had its own identity while sharing a distinct aesthetic across the entire lookbook.

Old meets new.

Spring/Summer 2014 saw a large trend for 1990s and retro aesthetics and we wanted to reflect that through every element of the lookbook, from photography and model poses to design. With a lot of brands attempting to replicate the retro look simply with styling, failing to execute on the details, we shot on a professional film camera from 1994 to ensure the shots looked of the era they were referencing and briefed the models with mood boards that referenced poses from iconic campaigns and sports catalogues of the time. Colour fades were added manually on set using gels rather than in post production to add to the retro theme while giving it a more contemporary edge.

An obsession for details.

We love details. Pulling references from iconic 1990s advertising and archival PUMA running catalogues and adverts we got inspired and saturated that inspiration into every detail from the layout to typography to copy writing to logos. We even reproduced vintage PUMA catalogue images with the current product. It would be fair to say that we obsessed.

The finishing touch.

How can you create a lookbook that obsesses over the pre-digital era without making it physical? You shouldn't really, so we didn't. Turned around at an unbelievable speed, we designed and printed the lookbook on premium uncoated paper stock ready for the SS14 PUMA press day.

Art Direction, PrintAlex Powis