It's the year 19100. The radioactive contaminated sky above Berlin shines in poison green; the TV tower lies in ruins. The sole survivor collects objects on the deserted surface of this post-apocalyptic world and brings them to her base by means of a transfer capsule. There, as a digital avatar, she provides her host with memories from the past and keeps it alive – is how the story goes.
PUMA and Berlin sneaker shop OVERKILL are launching a new colorway of the shoe classic PUMA Cell Venom from 1998 together and have dubbed it Radiant Venom. The release takes place on 29 March in stores and online.
Jens Burmester, Head of Marketing at OVERKILL: “Our goal was to create a campaign that had never been seen before in the sneaker industry, and make it shine less by means of product placement, but more through an unusual story and sick visuals. Agentur XY and CHUNK proved to be the best choice because we have found exactly the creative and technical infra-structure required for such a project.”
“Sneaker fans from around the world eagerly await exclusive collabos like this one. These strictly limited editions are usually sold out in only a few minutes,” says Michael Kittel, Creative Director of Agency XY. “Our brief therefore was to create a teaser that makes people just have to have the shoe in the new colorway. To achieve this, we have spun a story around the name Radiant Venom, or contaminated poison, and designed the entire film in the colors of the new colorway.”
Director Florian Röske says “The multi-layered backstory only serves as the setting for strong visuals. We start to tell it but not to the end, leaving a lots of room for interpretation. To make sure the images were authentic, it was also important for us to develop and produce the entire film locally in Berlin, so we were also very close to the OVERKILL headquarters.”
Director: Florian Röske, DoP: Kaspar Hornikel, Creative Director: Michael Kittel, Edit: Jörn Falldorf, Colorist: Lutz Forster, Music: Mas 2008, Sound Design: Martin Seyer, Executive Producer: Nicklas Krüger, Producer: Leonard Haselhuhn, Production Design: Kolja Briese, Agency: Agentur XY ( https://xy.de ), Production: Agentur XY ( https://xy.de ), CHUNK ( https://www.chunkfilm.com )
The creative idea came from Agentur XY (https://xy.de) from Berlin. It was realized in a joint effort between Agentur XY and CHUNK (https://www.chunkfilm.com). Since 22 March, the campaign is featured on Instagram, YouTube, and numerous sneakerblogs worldwide. It is flanked locally in Berlin by construction fence posters and "Berliner Fenster" videos in the subway. OVERKILL (https://www.overkillshop.com/de/) is a sneaker and graffiti shop in Berlin-Kreuzberg, known among others for strictly limited editions.
