I Am Football

The campaign brought footballers together in London to test PUMA’s footwear and model its latest sportswear collection.

At a play test event in London, up-and-coming football stars including Arsenal FC’s Cohen Bramall, Manchester United FC’s DJ Buffonge, Leicester City FC’s Harvey Barnes, Newcastle United FC’s Isaac Hayden, and Reading FC’s Danny Namaso tested the PUMA One boot. The Premier League football players also modelled PUMA’s I AM FOOTBALL clothing collection in a Pro:Direct Select photoshoot, showcasing PUMA’s latest sportswear line.

Working across the campaign shoot, Lewis captured both the performance testing and fashion-led elements of the production. The footage needed to communicate speed, control and confidence while also presenting the players as individual personalities connected by a shared passion for football.

During the play test, the camera followed the athletes through drills, movement sequences and close technical demonstrations of the PUMA One boot. Dynamic tracking shots, low angles and tighter details helped emphasise footwork, acceleration and the physical response of the footwear during use. These energetic sequences were balanced with composed shots of the players between activities, giving the final content a more natural and personal quality.

The Pro:Direct Select photoshoot introduced a different visual approach. Lewis filmed the players modelling the I AM FOOTBALL clothing collection against a clean, contemporary setup, focusing on styling, attitude and the details of each garment. Smooth camera movement and carefully framed portraits helped connect the sportswear range with the identity of the emerging footballers.

The completed campaign combined product testing, athlete-led storytelling and fashion imagery into a concise body of branded video content. Lewis’s camera work supported the fast, youthful tone of the collaboration while ensuring that both the PUMA One boot and the I AM FOOTBALL collection remained visually prominent throughout the finished films. Created for Pro:Direct TV’s highly engaged digital audience.