Puma taps Singaporean producer for global F1 campaign

F1 legend Michael Schumacher and Shanghai GP winner Nico Rosberg feature in the campaign, which represents a throwback to adventure story Gulliver's Travels.

Teo, director and principal photographer at No Average Joe (NAJ), shot the drivers in a typical pit scenario with a twist. In this instance, Schumacher and Rosberg are seen posing as the cars while a pint-sized crew removes their race suits to reveal Puma's latest line of lifestyle wear underneath.

This marks the first time a local production company was selected to produce work for an international F1 partnership.

"A week before the 2011 Singapore GP, we received a call from a contact at SPRG Singapore on behalf of their client, Puma, and before we knew it, we were in a four-way conference call with Puma SG, Puma Boston and Puma Germany. It was only when the campaign deck was shared with us that all was revealed," explained Joe Peter, MD at NAJ.

Teo shone under pressure during the shoot which took place in a single afternoon in September last year. Following an initial request for a 30-foot high ceiling, Teo had to make do with the 13 feet of space afforded by NAJ's studio instead. The shoot had to be scheduled around the drivers' tight practise and race sessions for the Singapore GP and also include profile shots of both drivers modelling a selection on Puma's racing and lifestyle lines. 

The campaign kicked off globally during April 2012.