PUMA NITRO
Innovation you can feel.
Certain projects stay with you. Directed by Tim Brown and produced by the talented teams at 1stAveMachine, the final film brings together live action, tabletop experimentation, practical photography, and CG into a seamless visual experience. Here you’ll find both the director’s cut and a curated selection from the material explorations that helped shape it, offering a glimpse into how the visual language evolved from early studies to the final film.
Some of the most interesting creative challenges aren’t about showing a product, they’re about giving shape to a feeling. Comfort, support, and responsiveness aren’t something you can point a camera at; that’s why we explored how softness, elasticity, energy, and motion could be expressed through materials. Soft gradients, woven structures, bubbling surfaces, flowing fabrics, and organic textures became visual metaphors for qualities the audience can instantly feel, even if they can’t be seen directly.
Along the way, several of these studies evolved directly into the final film, while others remained part of the creative journey. Built procedurally in Houdini and refined through countless iterations, they became a way of communicating qualities that are easy to feel, yet surprisingly difficult to describe.
PUMA Nitro
Credits
Client: PUMA | Director: Tim Brown
Production: 1stAveMachine + 1stAveMachine BA
Agency: McKinney | CG, simulations & visual exploration: Bleed