Directing duo LOBOS, represented by LA-based Easy Mondays, has partnered with Puma and Burrell to create a spot celebrating the 50th anniversary of hip-hop. This anthem for the iconic music genre highlights Puma’s significant role in hip-hop culture throughout the years.
The spot aims to showcase how Puma has influenced the entire hip-hop movement. LOBOS expressed their admiration for the history of hip-hop and the importance of sharing their respect for the genre. Collaborating with Slick Rick and Flau’jae, two artists from different generations, was a pivotal aspect of the project.
Flau’jae represents the new generation of hip-hop, bringing her multi-talented skills to demonstrate the progression of the genre. LOBOS emphasized her raw energy and flow as a testament to where hip-hop culture stands today. The spot beautifully encapsulates the duality of history and the future by featuring both generations.
LOBOS, known for their work with mixed media in films, chose to shoot the spot on 35mm film to capture the authentic essence of hip-hop’s foundations. The decision was inspired by the influences and innovations of the talent and Puma throughout their histories. Additionally, the use of circular archival footage in post-production was intended to symbolize turntables rewinding time to reveal moments from hip-hop’s historic roots.
The collaboration between LOBOS, Puma, and Burrell resulted in a powerful representation of hip-hop’s legacy and Puma’s enduring impact on the culture. The spot is a testament to the rich history and vibrant future of the genre.
Easy Mondays’ head of production praised the partnership with Burrell and their creative team, describing it as a true collaboration that transformed the initial concept into a meaningful celebration of hip-hop and Puma’s contributions to the culture. “Working with Burrell and their creative team felt like a true partnership. They pushed what had originally started as two separate manifestos in a studio, to a connection between two artists in a space dedicated to what the brand was celebrating.”
What sets this ad apart is the use of 35mm film, adding a nostalgic touch that authentically captures the essence of hip-hop’s foundations. The circular archival footage reminds us of turntables rewinding time to reveal the historic roots of hip-hop.
Colliding the past and the future of hip-hop, this ad is a testament to the enduring impact of this genre and PUMA’s unwavering support. It’s not just an ad; it’s a celebration of 50 years of hip-hop history.
CREDITS:
BRAND: PUMA
AGENCY / CREATIVE: Burrell
CREATIVE DIRECTOR: Shada Cook
PRODUCTION COMPANY: Easy Mondays
- EXECUTIVE PRODUCER: Saskia d’Altena
- PRODUCER: Adam Braun
- DIRECTOR OF PHOTOGRAPHY: Franklin Ricart
- EXECUTIVE PRODUCER: Asori Soto
- DIRECTOR: LOBOS
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