This project asked us to give an established company a sense of social responsibility and use that cause to expand their production line. To that end, I chose PUMA and created a line of 100% recyclable plastics to help combat mass pollution and called it PUMACYK, the ‘CYK’ coming from “psyche” as in ‘to psyche up’ and also “reCYCle”.

Within this new brand, i made three distinct ‘factions‘, each to highlight a different pollution issue. I then divided PUMA’s roster of celebrity athletes between them with the goal of having a sports event that would act as the launch of the product line and also a fundraiser for the pollution issue. This would be the video to introduce the idea to the general public.