Wait for the weather… Nah
PUMA Golf’s new layering range was created for those times when you’re ready to hit the golf course but the weather’s not quite playing ball. And when they needed to create an inspiring launch campaign, who did they call?
Designed by golfers, for golfers, the PUMA Golf Layering Range is a clothing collection created to cope with the elements, no matter what those elements may be. Featuring the latest in leading-edge fabrics and weather-proofing technologies, the Layering Range provides the versatility of a layering system that adapts to ever-changing conditions.
From cold, to dry, to wind and rain, the range has been created to cope with and excel in both the everyday and the extremes, ensuring wearers stay comfortable, whatever the weather, and no matter how unpredictable the elements may prove.
Golfers are a hardy type, ready to play in the early mornings, the late nights, through sun and rain. When they come to play, they don’t want to worry about the weather but instead want to focus on their game – with this in mind, Made for This seemed the perfect campaign name for a layering system designed to cope with every weather-related eventuality.
The shoot presented some interesting logistical issues, particularly given the spectacular setting of Sheringham Golf Club on the Norfolk coast, which comes complete with a steam train meandering through the course.
Usually, the British summer can be relied upon to provide at least three from sunny, windy, rainy or stormy conditions on an average week, however, given timeframe restraints, we had to schedule the shoot for the middle of a heatwave. Rather than capturing a range of dramatic elements outdoors, we were forced to improvise, combining a series of outside imagery with a range of studio-set macro shots and slow-motion camera work.
Working with our friends at Ember Studios, we were able to capture some beautiful imagery in the studio settings that allowed us to focus on the minutiae such as water beading on fabrics or layers rippling in the wind. These macro details really enabled us to emphasise the power of the elements.
From campaign conception to naming, to brand film and all creative assets, it’s been a fully immersive experience for The Canopy in collaboration with one of the biggest brands in sport. We can’t wait to reveal more of our work with PUMA Golf over the coming months.