I was looking through the 'Essentials of Visual Communication' book and came across this campaign PUMA had done - 'New Stuff', using Andrew Zuckerman's captivating 'Creatures' photography to create an impact for the brand concept for their trainers.
What is so fascinating about Andrew Zuckerman's work is the realistic visual detail it portrays which makes you very attentive and intrigued by it. The use of a white background allows you to truly focus on the image and it gives off an atmosphere of intensity as the creatures are being photographed out of their usual environment so it's also that desire of analysing in detail as normality wouldn't necessarily allow you to have so much visual clearness.
What I find really innovative of PUMA and their collaboration with Andrew Zuckerman is their connection of really highlighting the visual aesthetic of the product from the outer side and incorporating Zuckerman's work to really 'bring it to life' in a literal sense.
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