How do you give a car cat personality?
When tasked with delivering a design concept for the Puma Gen-E media drive event in Barcelona we decided to come at things from a different angle. What if we could bring this car to life with Puma characters?
Centred around the idea of infusing personality into the vehicle, the creative direction leaned into a fun and quirky visual style, using illustrated pumas to personify the car’s energy, agility, and unique appeal. The characters drew inspiration from famed Barcelona artist Javier Mariscal which seemed fitting with the launch being in the very same city. The visual identity for the event—extending across event branding, screen content, signage, and digital assets. The illustrated characters served as dynamic storytelling tools, appearing throughout the event space and media materials to highlight key vehicle features and inject playfulness into the driving experience.
Created at Burson