Advertising Campaign

Anderson created a series of four 5-minute films exploring abstract journeys as part of a more substantial branded window display.

The installed films varied in content and function. The first film was of a man using an industrial guillotine to cut up piles of training shoes. Anderson reinvents the brand as a postmodernist homage to the product’s history. This theme carries through to other product developments including the design of plastic and sticker coded bags to house the sliced shoes which were then displayed on a large-scale as part of the Puma Covent Garden store launch. This approach led to a second film which instructed the onlooker how, by putting together the codes to form words such as ter-rain, spr-int gra-vel can-ter combined with numbers 1-14 (1 being the toe of the shoe 14 the heel), one could build and invent new shoes and new styles. Both informational and instructional structure breaks with conventional film narratives.

The other two films are based around the theme of an abstract journey - one in particular was projected onto the floor creating an optical illusion of a moving terrain changing floor with a 500-metre drop in the middle.

The films formed part of the window installation made out of a wall of trainers - selected colour placements were designed to make an anti-nationalist statement. This referenced positively the way in which people form non-geographical nations, grouped around particular interests, hobbies or fashions. The result was a large flag that filled the entire window space, creating a ‘Puma sports nation’. The shoes were later cut up and recycled into new artwork for the Puma concept store launch.

• http://www.peterandersonstudio.co.uk/