Puma Future Ultimate FG/AG

Art Direction and Creative Concept for Puma Soccer FG/AG
The visual design of the Puma Soccer FG/AG plays with the energy of soccer and the power of distortion, blending dynamic and bold elements. The core concept of the project is to visually express the strength and agility that define the game, using a vibrant and contrasting color palette.

Orange, symbolizing speed and determination, is the dominant color, evoking the intensity of action on the field. Alongside it, blue — representing precision and control — balances the burst of energy with a sense of stability and power. The visual distortions introduce a sense of movement, as if the lines and shapes are about to slip away, capturing the rapid flow and evolution of the game in real-time.

The design utilizes geometric forms that bend and distort, creating a sensation of acceleration and transition. The distortions are not merely aesthetic but also a metaphor for the game itself: fast, unpredictable, ever-moving. The result is an aesthetic that communicates speed, control, and adaptation, perfectly aligned with the needs of modern soccer players.

This art direction aims not only to grab attention but also to immerse the viewer in a visual experience that celebrates the fluidity and power of contemporary soccer.