Ad of the Day | PUMA and ASAP Rocky Rev Up Streetwear and Motorsports in Bold New Campaign

Dec. 06, 2024

Puma and A$AP Rocky join forces to unveil their latest collaboration in a daring new campaign directed by Dreambear’s SHAPXO and Co-Directed by A$AP Rocky. Driven by the rapper and fashion icon’s vision of showcasing the collection, the campaign blends cutting-edge streetwear with adrenaline-fueled motorsports from motocross to racing cars and beyond.

SHAPXO shared:

“This collaboration with A$AP Rocky for his Puma campaign was one of the most unexpected and exciting experiences of my career. It all started with a late-night message from AWGE, and from there everything unfolded quickly. Rocky’s vision was deeply collaborative—he was open, and thoughtful, and gave hands-on feedback as Co-Director. The energy on-set was electric, and his trust in the team made it an unforgettable journey of passion and unity.”

 

Dreambear EP David Gelb explained:

“The entire team brought this vision to life within a week-long production effort, overseeing every element of the video production and still photography campaigns. Dreambear was tasked with crafting complex digital doubles wearing the Puma collection, making it as much an artistic feat as it was a technical one. The spot featured indoor bike stunts, intricate visual effects, and original music composition. Collaborators such as DP Nikita Kuzmenko and Make-up Artist Eve Litus added an extra layer of artistry to the campaign.”

 

Dreambear Co-Founder/EP, Evan Brown expressed:

“It’s been incredible to witness how collaborative, thoughtful, and specific to detail SHAPXO is as a Director. As a leader on-set, he is considerate of his team and inclusion is of utmost importance. It’s only the beginning for this next-generational talent.”