In 2018, CCXP celebrates its fifth edition at the same time PUMA celebrates its fifth decade since the release of one of its most famous sneakers: the PUMA Suede sneaker. Both brands have joined together in order to create a new version of the PUMA Suede sneakers, a short film, and two months of digital interaction with their consumers.

Our challenge was mainly finding a way to translate and mix both brands into something new, but bearing in mind that they have fans and not just clients. Such collab has taken into account the fact that both brands have different points of view, visual identities, and ways to communicate with their fans. By doing that, our goal was to bring CCXP’s geek fantasy universe and PUMA's street culture together in order to mix them into something new, so there would be content that both brands would relate to and feel that they share values with.

The idea CCXP presents is that you can be whatever you want, that you have the power to reconnect with your inner worlds and live whatever fantasy you wish, even on your daily life and feel those seconds of fleeting happiness.

This short film declares war against the status quo, against what's ordinary. It questions how we connect with others and how we connect with ourselves. How empathy and saving our inner-world is the most important of all superpowers.

Full credits:

Creative Executive Director: Roberto Fabri
Creative Director: Claudio Villa
Creative Concept: Claudio Villa, Rafael Barreiros, Antonio Torriani
Screenplay: Rafael Barreiros, Claudio Villa
Additional screenplay: Francisco Alencar, Antonio Torriani, Danilo Arenas Ireijo
Project Manager: Lais Almeida
Director: Antonio Torriani
Cinematography: Mark Daniel, Danilo Arenas Ireijo
Post Production Coordinator.: Carlos Cunha
Sound design and mixing: Madlabrats