PUMA: L.I.F.T.

  • To promote PUMA’s lighter-than-light L.I.F.T. shoe, Droga5 launched a TV spot and series of print advertisements that were shot in the most lightweight manner possible. Nothing besides the people in the ads weighed anything at all. Everything was composed entirely of illusions created by using—what else?—light.

  • L.I.F.T. Print