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Jon Johnson photographed the new PUMA ARSENAL campaign in London. The creative agency was KNAS, and production was taken care of by GoSee member FALCA.
PUMA’s creative agency of record for special football projects, Knas, has tapped into London’s architecture and youth culture aesthetics to create a series of energetic print, Instagram and video teasers to promote the 2018/2019 Arsenal kit. ‘The Beat of the City,’ (which is part of the We are THE Arsenal’ campaign) featuring club stars Héctor Bellerín, Nacho Monreal and many others, highlights the new kit design by using graphics inspired by different elements of the club’s heritage. The campaign also represents a shift in how Arsenal communicates with its fan base, understanding that youth culture influences football and not the other way around.
Knas: “We approach consumers as people, friends and enthusiasts who see the world with the same optimism we share. As an agency, our aim is to create something that is culturally...