‘Don’t wait to grow up’ – PAWEL FABJANSKI photographs the PUMA MAYZE COLLECTION campaign with singer and brand ambassador Sara James for the agency high&
PAWEL FABJANSKI photographed the PUMA MAYZE campaign featuring the well-known, and very young, Polish singer Sara James, who is also brand ambassador. The slogan ‘Don’t wait to grow up’ is meant to encourage people to live their dreams today and not always put everything off.
Also created as part of the large-scale campaign was a spot in which Sara appears in two alternative worlds where she fulfills her dreams. For the campaign shoot, Unreal Engine technology was used which made it possible to blend the two worlds – real and virtual – with one another.
The innovative power of the video lies in the juxtaposition of the two worlds – the real world which Sara lives in, and the virtual world, where the virtual hero is Sara. Thanks to the process in which state-of-the-art technology is combined with classic cinematographic craft, the viewer witnesses the worlds intertwined.
The singer known throughout Poland and the world-famous virtual astronaut coexist in two realities. What they have in common are the goals they pursue – and making their dreams come true in the here and now.
‘Don’t wait to grow up.’ – is the slogan of the campaign and, at the same time, Sara’s answer when asked about the best advise she has ever been given in her life. PUMA takes the young singer as an example to remind us that age doesn’t matter when it comes to achieving our goals – encouraging us not to put it off until later. Just like the fourteen year old, who made it into the finale of ‘America’s Got Talent’ and is recording her first solo album at this very moment.
“PUMA Mayze shoes are made for people who aren’t afraid to leave the rules behind them. Our ambassador Sara James is an aficionada of streetwear trends who loves this model for its bold expressiveness and its character. Comfort and style paired with a plateau sole. The Mayze model enables you to combine it with the silhouette of your choice – whether sporty or elegant.” Katarzyna Węsławowicz, Area Head of Marketing EE PUMA.
We present you the campaign photos shot by Pawel Fabjanski as well as the campaign spot – conceived and realized by the agency high&.
GoSee : fabjanski.com
CREDITS
Client Puma
Advertising Agency High&
Creative Director Piotr Kujda
Producer Julia Guz & Katarzyna Sierka
Post Production Iza Zembrzuska
Visual Effects AIO Post
Styling Joanna Opińska
Hair & Make-up Anna Słowińska
Celebrity Sara James
Set Design Katarzyna Jendrysik
Photographer PAWEL FABJANSKI
movement director Kuba Odzioba
stunt Stunt Service
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About PAWEL FABJANSKI
PAWEL FABJANSKI, a commercial photographer based in Warsaw, Poland. His biggest interest is the thin line dividing art from commercialism – that’s what his photos are about. He creates pieces of art where both – aesthetics and concept – are equally valued features. Apart from being a commercial photographer, Fabjański is also a lecturer at Polish National Film School in Lodz.
Pawel Fabjanski is represented by two international photo agencies: ShootMe (Poland) and Take Production (Italy). He received awards in KTR contest (Club of Advertisement Creators Poland) and Silver Lion granted at annual advertising festival in Cannes. His photos were presented in "200 Best Ad Photographers Worldwide" albums published by Luerzer's Archive. He was also recognized by the GoSee Editorial Award jury and listed among the top 20 Screenings 2012 Finalists.
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